ATK went completely in reverse of what was most conventional knowledge of how end grain board is the best choice as it's the most gentle to knives, selfs healing .....etc, the stuff that we been taught ever since I could remember. ATK came and completely turned that wisdom over with their claim of edge grain board being more superior in the kitchen. So, either everybody was willing for so many years or ATK just discovered something revolutionary. To me though, as other have said, I think ATK is just trying to cater it's product recommendations to the average homecook that sole purpose is to put plates on the table with as less resistance as possible. Unlike some of us here that loves to make our own board wax, aclamaticing our board....etc.