I dunno what the big deal is, but sometimes I don't always prep my beard with the trusty shaving soap and brush. I find that the canned Gillette shaving gel or shaving cream works fine. In fact, sometimes I find that the gel works a little better than the brush and shaving soap. But I know, I know, I broke the cardinal sin... "thou shalt not use anything in a can to shave with." But I really don't mind it. Works for me.