Bet they'll be popular in Europe.
Might be a decent shoes for tris.
Don't be shocked if it's a decent shoe... Pearl Izumi came out of the biking world and brought out some good stuff, I don't think it's too much of a stretch for a swimming company to do the same. It's no guarantee, but it wouldn't shock me if the shoes don't suck.
If they sponsor someone who wins a major marathon or places well in the Olympics they'll become popular.
A new sponsor for Lance?
http://24.media.tumblr.com/tumblr_mbailkh70N1rqgyyjo1_1280.jpg