By their price being 10x what I'm currently paying for my goods, they're making the claim that their product is 10x better or will last 10x longer. I find it hard to believe any sock can be 10x better than what I've been wearing for decades. Couple in the fact that this is a startup that consists of mainly MBA types and entire job board is marketing and sales, then that raises a red flag. They're not hiring sock experts, just marketing people.
I have some of the products mentioned in the ad, but some are out of reach (I'm not going to shell out $2,500 for a mattress or $36 for a pair of underwear), so I have to go by my gut. And my gut tells me its BS.
I could be wrong and I'm sure to some people they are 10x better than the alternative and I'm happy for them and the start up that sells them these socks.
I just find it weird that people in these comments are so trusting and loyal to this company that has exceptional PR and somehow dismissive of the brands that they have used their entire lives.