For the book market, Mainthow believes that TruTech also saves on distribution. "A TruTech cover won't be destroyed in shipping," he says. "Instead, it can handle rough freight handling without having to be replaced." He adds that interest is very strong in the book market for durable papers—whether for damaging environments in the case of waterproof books or even for textbooks that traditionally suffer wear and tear. "Interest comes from two sides," says Mainthow. "People who are using synthetic paper that can't take heat very well [will switch to TruTech because it] can take heat up to 400 degrees." He also suggests that publishers having trouble printing on synthetic sheets consider non-synthetics. "Synthetics can be very costly to print because they need special inks," he says.