Because it is the BEST. We have no doubt that it is the best styling product on the market. We refer to the product line as PASTE, because we want to shake the ambiguity the industry has created in its labeling of products. We strive to eliminate the uncertainty of the meaning of clay, gel, mud, pomade, wax, paste and more. What the customer wants to know is simple... what is the shine level and what is the hold.