As a veteran and defense contractor, I am going to evaluate this from the standpoint of who they claim it is supposed to be made for and the top-shelf price point, so if you're looking at this just for hiking or airsoft or whatever, you should buy it immediately, it's great for those purposes.
TLDR: heavy, good quality but body armor function is not good, questionable value for the money
First, the bag comes packaged in an extreme way. It has a fancy box with colorful labels for all of the pockets and functions. I don't really understand the slogan though. "Armor for the unseen war"? What does that mean? Every war I've been to was pretty visible. Is it the War on Terror? War on Drugs? War on Christmas? I need to know so I can judge it properly.
Second, the bag is big, and big means heavy. It's significantly heavier than my old Army assault pack and a bit heavier than my Marine assault pack. All of those extra pockets and molle add-ons also add weight. Remember, extra pockets don't necessarily add more volume, but they do add more weight, so if you don't need or care about the extra organizing options, those extra pockets may be dead weight for you. Personally, I can see the logic for having a special pocket for everything in a deployment environment, so I don't dislike it, but it's a very personal decision.
Third, the bag is made from good quality and durable materials, but the stitching and finish is only OK. You can see in my pictures there are some random strings sticking out from the stitching, which can potentially cause durability issues if they get caught on things and get pulled out. I don't think any of the ones on my bag would cause a catastrophic failure if pulled on, but I also haven't tried pulling them out either. Be sure to go through your bag and trim or cut them out as necessary.
Fourth, the straps on the bag are well-made and can hold a lot of weight, as I tested it at 80 pounds without any problems. However, the straps aren't especially long. They do not have enough length to comfortably wear the bag while wearing a ballistic vest like an IOTV, which I attempted to do without success.
That being said, the bag's packaging and the manufacturer's website shows that the bag has pockets for ballistic inserts. I ran into issues trying to use these. The pocket for a rigid plate only has some velcro bits and a velcro patch that you are supposed to stick together to hold the rigid inserts in place. I found it near impossible to get the velcro into a position where the rigid insert would cover my torso while I was wearing the bag and also not move around while walking.
The manufacturer's website says that it should be used with their proprietary insert designs, which to my mind defeats the purpose of having a bag that can have ballistic inserts in a deployment environment. If it cannot use standard inserts, that means it can only protect you once before you need to specially order another and wait for who knows how long. Also, if the manufacturer ever goes out of business or stops making the proprietary insert, you're out of luck. That does not sit well with me at this price point.
Finally, the manufacturer notes that this will fit under an airline seat. I have had issues getting my Army assault pack to fit under airline seats and it is significantly smaller. This bag will only fit under an airline seat if it is about half full or less. Keep that in mind if you intend to travel with it.
Overall, as a civilian hiking bag or tacticool fun bag, this great. However, as a real-world deployment bag or tactical bag, the proprietary nature of the protective inserts and the design miscues make me less than fully confident in its viability at a premium price point. There are better options out there for similar prices.