adopted various versions of the cap strap. Step-in Innovators of step-in systems produced prototypes and designed proprietary step-in boot and binding systems with the goal of improving the performance of snowboard boots and bindings, and as a result, the mid-90s saw an explosion of step-in binding and boot development. New companies, Switch and Device, were built on new step-in binding technology. Existing companies Shimano, K2 and Emery were also quick to market with new step-in technology. Meanwhile, early market leaders Burton and Sims were noticeably absent from the step-in market. Sims was the first established industry leader to market with a step-in binding. Sims licensed a step-in system called DNR which was produced by the established ski-binding company Marker. Marker never improved the product which was eventually discontinued. Sims never re-entered the step-in market. The risk of commercial failure from a poorly performing Step-in binding presented serious risk to established market leaders. This was evidenced by Airwalk who enjoyed 30% market share in snowboard boot sales when they began development of their step-in binding system. The Airwalk step-in System experienced serious product failure at the first dealer demonstrations, seriously damaging the company's credibility and heralded a decline in the company's former position as the market leader in Snowboard boots. Established snowboarding brands seeking to gain market share while reducing risk, purchased proven step-in innovators. For example, snowboard boot company Vans purchased the Switch step-in company, while Device step-in company was purchased by Ride Snowboards. Although initially refusing to expose themselves to the risk and expense associated with bringing a step-in system to market, Burton chose to focus primarily on improvements to existing strap-in technology. However, Burton eventually released 2 models of step-in systems, the SI and the PSI, Burton's SI system enjoyed moderate success, yet never matched the performance of the company's strap-in products and was never improved upon. Burton never marketed any improvements to either of their step-in binding systems and eventually discontinued the products. Most Popular (and incompatible) step-in systems used unique and proprietary mechanisms, such as the step-ins produced by Burton, Rossignol and Switch. Shimano and K2 used a technology similar to clipless bicycle pedals. By the early-to-mid 2010s, Burton, Rossignol, and K2 Clicker step-in binding systems were no longer in production as the companies had opted to focus on the strap-in binding system. Burton later resumed production and sales of step-in bindings with the development of