The issue with ORC was three fold.  Initially, I guess they came up with the acronym without reading the Hobbit and/or Lord of the Rings?

Secondly, they could not build boats with the sheltered work staff.  Parts left out of laminations, pre-cut thwarts in the wrong boats, etc, etc.

Lastly, they never immersed in Paddlesports culture, insisting they had a better way, which caused retailers to pull away, which left them without a market.

So it goes.