The definition of a “Unique Selling Proposition” (USP) is a feature of a product that makes it different from other similar products and that can be emphasized in advertisements for the product. It is helpful if the differentiating feature also provides a real benefit. The BioHorizons’ USP implants is their Laser-Lok micro-channels on the neck of their implants and abutments. The claim is that these grooves help to form an epithelium attachment to isolate the endosteal portion of the implant from the oral environment. There are several histological studies showing gingival fibers orientated horizontally between the grooves of the laser lines. It has been proven, dating back to the 1970s that soft tissue adheres to an implant surface absent such micro-channels. There have been no controlled, prospective clinical studies proving any clinical advantage to Laser-Loc attachment vs that demonstrated to the blasted or smooth necks of other titanium implants. Since 2008, the Laser-Loc USP has been the cornerstone of BioHorizon’s marketing. About 20 years ago, BioHorizons acquired a license from Zimmer Dental on the Internal Conical Connection patent that the company had acquired when it bought Core-Vent/Paragon in 2001. In 2013 Henry Schein acquired both the German Camlog and American BioHorizons implant companies and in 2019 these two companies were merged. BioHorizons has introduced a wide selection of implant designs in response to the popularity of various features. The result is no clear statement about what features BioHorizons actually thinks are beneficial. The Camlog implants do not have Laser-lok micro-grooves, yet BioHorizons does not claim these implants are any less successful or have more bone loss.