Rab Who?
Rab – it’s a nickname for Robert in Scotland. 
The guy who started the brand back in 1981 was a Scot named Robert. All his buddies called him Rab – alas, the Rab brand. Rab Carrington is what he goes by. He’s a super interesting guy – a prolific climber and well known in Europe.
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When the Polartec sales rep came through Tahoe Mountain Sports back in the Fall of 2011, we did a pretty cool video of showing how Neoshell breathes and is also waterproof and compared it against some of its competitor’s fabrics. check it out here: blog.tahoemountainsports.com/2011/11/07/polartec-neoshell-waterproof-breathable-fabric-review/
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Now that’s good old-fashioned deceptive marketing.
I’m not saying that NeoShell® isn’t more breathable than GoreTex® – it is. But if you have the same source of air being split it will naturally take the path of least resistance. So it makes the Gore fabric look even less breathable than it really is. However, as I said in my review, the difference is noticeable when using it. The video you link to exaggerates the difference. Just an FYI for those who are easily deluded by anything presented on video.
BTW – good info on the relative permeabilities of Gore, eVent, and NeoShell.