Trained in military tactics and outfitted with combat-style gear and weapons, the group was formed 30 years ago in preparation for the 1984 Olympics in Los Angeles.

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Team Cow, whose motto is "Playing Well With Udders Since 2004, " hauls the group's gear in a revamped school bus, painted white with black spots, with a pair of bull's horns.

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Mr Ripley, however, believes that there is still potential, underlined by French luxury goods group PPR buying US surf gear firm Volcom a few weeks ago.

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Not a problem in itself, but on certain weapons and gear, there were links to real life arms manufacturers like the McMillan Group, which makes a high powered sniper rifle, and Magpul, which sells high capacity magazines and other assault rifle accessories.

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Wiens is among a group of market researchers, hobbyists, bloggers, and other sadistic souls who love to tear into new gear and share their findings with the rest of us.

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