Welcome to the forum. I can add Crucial/Micron to the list of the "original players." However, even they are on record of using 3rd party memory chips and/or controllers (e.g., when they have supply issues and/or riding the spot market). Also, with regard to being something-proof, of course, some of it is a marketing talk. The rest is formal testing and qualification that these advertised properties are indeed real. I assure you that Panasonic won't simply say "Proof 5" because is sounds more professional. Same applies to a lot of professional grade gear. Take Western Digital RE-series hard drives. They are technically based on the consumer Caviar Black and, yet, are pimped as enterprise ready... mostly because they go through additional testing and qualification, have premium SLA/warranty, etc. The consumer equivalent might give you the same result, but it is often not guaranteed and, therefore, the professional crowd won't take the chances. It is also about managing risks. Bottom line is that Panasonic and other "professional" brands have a legitimate place in the market and their customer base.