The iconoclasm of Will King, founder of King of Shaves, dictates that he must challenge the legendary “razor and blades pricing strategy” of the men’s shaving industry. The strategy requires that consumer goods companies sell razors cheaply to customers who then find that the only blades that fit them are surprisingly expensive.

It is enshrined in marketing textbooks. It is to the shaving products business what transubstantiation is to Catholicism: an article of faith.