Cliff - I haven't seen their advertising. What do they say in their advertising that is deceitful?
Like others have said and you can find some of their commercials they used to run on RFDTV and stuff that insinuate they are decedents of the original Henry company. They end their commercials saying to buy your own piece of history but until this newest firearm mentioned on this thread the company has never made a reproduction of an original Henry or Winchester nore are they any decedent of Henry or US Repeating Arms.
I believe their family has been in the gun business for many years but not related to Henry. They have gotten better but their first adds when the company was first introduced were just a big lie. Now they are truthful but still worded to be somewhat deceitful to the unknowing.
Somewhere I have one of their flyers from the NRA convention when they first opened their doors and it was amazing someone would say the things they did. Had a picture of Abe Lincoln and his Henry rifle and insinuated after 140 years they were still making Henry rifles just like B. Tyler Henry
As Pettifogger said, the Henry name was public domain and they took it and used it well to promote themselves. Trouble is they hurt their credibility to me and many others with the deceit.
If they had been a little more truthful in their wording or started out offering this new rifle it would have been different. With this new rifle they may well be at least doing what their adds say.