I've seen the commercial for the Max Force stuff now, with the Black armored super soldiers wielding these blasters. They've got a website up now too and one of the banners at the top I found especially amusing.
There's also a bunch of slow-motion videos of Max Force ammo blasting through things. If you can't find it on the website, look under the "COOL" link. (lol)
IMHO, it looks almost like Max Force is trying TOO much to establish itself as a better option than Nerf. What with Black Armored Spartan Super Soldiers in their commercials and boxes to the "graduate from Foam" slam on Nerf, it's still a glorified spitwad gun. Very neat looking spitwad guns nonetheless. The jury is still out on this one for me.