Behemoth3 has class. Throughout the book as little plugs for other independently-published game accessories, in the form of "this world fit in really cool with X published by Y" type comment, complete with links to Y's website. This not only shows that they're fanboy players just like the rest of us, but indicates that they've got knowledge of the market and know what they're up against. Having an awareness of your niche is vital, especially in the already-competitive D20 market and the increasingly competitive PDF publishing world. It's a good indication, along with the quality of product, that Behemoth3 has a shot at being around for a while. That would, in my opinion, be a good thing.