I've got to give them this: Their marketing department that made that video is doing a good job.
With that said, I'm not impressed. To me waterfowl hunting isn't about how cool you look, or what type of new overpriced gear you've got. It's about being out there with friends and having a good time, while shooting some ducks/geese and watching my dog work. There are plenty of clothes on the market right now that are far cheaper that this Sitka stuff, and they will keep you both dry and warm. Half the time I'm wearing waders anyway, along with a wool sweater top. I don't need some fancy "snake-scale" looking clothing to impress the ducks.