I've seen those puppies at Northern Tool. Always considered grabbing one. Right now I just gather small branches in my little piece of woods and cut to size and then use an axe to split them into kindling sizes.
Give him a thousand hatchets to sell and I bet his technique improves. Those videos where they are using a steel mallet to pound on the splits and coming inches away from the not-too-long-to-be sharp splitting edge doesn't look like a very good way to be hawking a product. Why not use a wooden mallet or just another split like you would with a froe ?
