Of course it's Freud and great beats. I give them about 100% thumbs up in every area. However, I have to laugh at people who might deduct a star because of the box?! I agree that the company packs them tightly in the box so there is no risk of them getting damaged, coming out and bumping in transit. Well come on you people make beautiful wooden objects, can you solve the simple problem of bits being too tight to pull out when you want to use them? I will tell you a simple solution which is the first thing I did after I got it. Take a plain 1/2" drill bit and slowly ream the hole while pressing the bit against the side of the holder. If you see a few pieces of black plastic coming out, try the cutter again to see if it goes in easier. Repeat if it's still too tight. Took me about 30 seconds for each hole and now they come out easily but still hold in place fairly firmly. BRIGHT. Do not remove a star for inability to resolve issues. 5 STAR PERIOD.