We are looking at several variety of jackets. There is a balance between waterproofing and breath-ability. We have come up with the best balance. Breath ability over shadows water proofing for sure.
You have to remember though. Your mindset is on a enclosed jacket. This breaths like no other in design, by design. The back is LITERALLY gone. Watch the video again and see the airflow though the back of the jacket. I wore a hoodie in the video because it was far below the freezing point but generally a good base layer shirt and you are set.
Full hoodies have the issue of the backpack sliding while you hike this eliminates that as well.
Now grant it, I'm bias seeing my baby I've created come to life,

but hopefully the consumers in the backpack and hunter world think the same.