Although he didn't discover or create the iconic liquid problem-solver, John Barry masterminded the mass marketing and popularization of it. I thought this obit article has several interesting marketing points. I was surprised to read that he never patented the formula for it because he didn't want to have to disclose the ingredients. And now, even though other companies have created similar products, the branding is so strong that it will hold off competitors. I also did not know about the rust-prevention qualities of it. 80% of households have a can on hand, do you?