Depending who you believe, Gore pressures manufacturers to put their membrane in various products, whether it's best or not, to boost both sales volume, manufacturing efficiency and brand dominance. Boots are a good example of this. The outer layer of boots will almost always get wet and dirty and will thus stop Gore-Tex from working like it should. Gore-Tex was not designed to work in boots. It's marketing pure and simple. Same with Gore on insulated garments, which is why there are so few down and Primaloft insulated garments with a Gore-Tex shell. I think if more people understood Gore-Tex and how it does - and does not - work and it's limitations, which are much greater than marketing would indicate, and when not to wear it, then they would not buy it in inappropriate products and the marketing push would fail. People need to think and learn before they spend. Is it a 'lie'? Depends on your definitions and principles, but maybe, yeh. But then marketers and advertisers misrepresent the truth about many products all the time in our media, so this is relatively small-fry. Goldman-Sachs - now there's another story!
Gore-Tex is generally waterproof for most outdoor use, and it breathes much better than a plastic bag or old style pvc garments. So if you need to be out active in wet conditions it's probably the best choice, along with eVent. But people try and stretch its use, and in a lot of cases Gore-Tex is simply overkill. Realisation of this is one of the reasons for the popularity in softshells over the last decade.
Gore-tex breathes best in cool and dry conditions, but of course if it's dry you don't really need Gore-Tex. Windshells are lighter, cheaper and more comfortable for most mountain situations until it really rains or the snow is really wet. But there's less markup in them for manufacturers, so they're not pushed like 3-layer 'waterproof-breathable' garments are.
One real advantage Gore-Tex has over many softshells and windshells using Pertex or similar, is that it is absolutely windproof. Pertex is not, nor are softshells like Powershield. In really strong windy conditions in the cold, this becomes a factor, even though Pertex and similar are better in nearly all dry, cold, windy situations. But in that uppermost extreme region of use, you can feel the wind through these materials, whereas a garment of Gore-Tex provides an absolute wind barrier. Just don't move too fast.
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