Mock all you like, but these people crackle with interesting thoughts, it's hard to keep up with them. Here's the most recent posting on their forum (imagine Peter Cook speaking):
http://ubbx.groundspeak.com/6/ubb.x?a=tpc&s=5726007311&f=6616058331&m=42660866

"Maybe I'm in a minority here, but I've never understood this 'ammo box' bandwagon many people seem to be jumping on.

Yes, I've found a fair few (though only one in the UK) but to be honest, they aren't any better than the standard tupperware.

There are pros and cons with both choices. The ammo cans are undoubtably more robust and waterproof but if people carefully consider where their caches are placed there really is no need in spending the extra money. I'd rather use the £s I save on extra goodies for the cache."