SURE I thought stood for Street Unit Racing Equipment, but that is just a guess . Here are some pics of the products, and as mentioned before, they are much more gorgeous while sitting in your hands than on the site. The anodized "SURE" blue is very clean. Yea, neither one of them will be seen by anyone, but I'll know. And I'll smile every time I run through the gears. Side note, and gonna thread jack for a second... Jan. 8th I'll be making it over to the Orlando area for their meet-n-greet and get to know some of the FL Mazda scene.