Friction is a wasteful by product of metal to metal contact. Instead of large expanses of piston, sliding against the inside walls of the rifle's chamber, actions run on nylatron etc bearings - in fact there's no metal to metal contact at all. Venom and Airmasters was doing this method back in the 80's. No marketing gimmick as owners of their fine rifles will tell you and the fact AA and Walther copied it for their production rifles. Mach 1.5