a few years ago you couldn't find tooth paste that didn't have sodium fluoride in it, now tons of them made, there starting to take over the isle space and displace the other mainline toothpaste makers where it says on the back " if you swallow this call poison control immediately " even colgate is putting out fluoride free toothpaste, people are demanding that they not be poisoned and there finding out about whats going on and so industry is starting to respond and at least give people who want a choice an option to not be forcibly medicated through the food and water.