We have it here at Oak Ridge (but now that I know Academy has it, I might have to rethink that!
If I understand correctly, it is a line that was developed and sold by a company in the UK (WFT). I think it's been available there for awhile. Ardent appears to have recently licensed U.S. sales.
It's a new line that uses a completely new technology. Basically, it is extruded like mono but it has the characteristics of braid (it doesn't stretch and it floats).
Here's the best part: It is about 1/4 the diameter of mono. The 40# test is the same diameter as 10# mono. The 24# test is the same as 6# mono. The 18# and 12#, well, who can see them to tie a knot???
Feedback has best mostly positive. The one caveat: it is a SLICK line so make sure that you're tying a knot that will not slip out.
150-yard spool sells for $14.99. We've got it in green and yellow.