why would they be embarrassed to use ID? They invented the tapered screw vent that zimmer sells and also licensed their internal engaging connection to straumann in 2000. Straumann is last to come to market with bone level, or tapered, or a friction fit carrier. It was all copied from ID. Straumann has no innovation or research. It's all smoke and mirrors. Nobel tri-lobes are fracturing at the head. Zimmer is going under. ID is fine and growing worldwide. This isn't the old wild west anymore. Some surgeons are finally getting it. The only reason to use nobel, straumann or zimmer, is to simply say "i use an expensive implant" it doesn't actually mean shit. They are just too scared to break the rules. But maybe they should...if they want to stay in business.