It's funny, because when Stan's Notubes tubeless system was first introduced, it was competing directly against the relatively new UST tubeless system. UST was developed by Mavic, Hutchinson, and Michelin, sort of a French conglomerate. Big, established companies vs. this little guy in upstate NY who ran a go-cart track. It didn't take long for Stan's system to be nicknamed "ghetto tubeless" by some......word got around soon enough that pro mountain bikers running UST wheels and tires were using Stan's Notubes sealant, because it was the only way they could get their UST tires to hold air.