Purely Custom is a company that we first learned about at the Sea Otter Classic this year ( http://seaotter.mtbr.com/2011/04/20/purely-custom-soft-touch-bashguard/ ). They were highlighting a product called the Soft Touch Bashguard.
Our very own Brian Mullin got his hands on a test unit and did an extensive right up and review of this product in August, check it out here: http://reviews.mtbr.com/purely-custom-soft-touch-bashguard
While at Interbike, I got to meet Purely Custom main man himself, Tyler Mortensen. We were stoked to hear the awesome feedback Tyler gave, in regards to the number of people that came up to his booth at Interbike (located, very conveniently next to the food concession stand) and said that they had read about his innovative bashguard on Mtbr!