To the typical OTC consumer, I don't see how ICE liquid would be mislabeled. A wax brings to mind a tub of thick pasty turtle wax vs. polish which sounds more liquid. To the average consumer there is no harmful confusion. But for what the OTC consumer wants, (a very shiny car, with little work) ICE fits the bill.
About the only risk is that Ice would disappoint relative to a cleaner wax due to lack of polishing/cleaning ability. But in practice I think this is less likely due to the ICE's ability to soak into oxidised paint, lack of abrasives that can contribute to swirl marks, and tendency not to foul up buffing cloths.
I would venture to guess that typical consumer will get better results with ICE than with most competing products. The product is incredibly easy to use, and foolproof in application. You don't have to avoid any rubber/plastic/vinyl/chrome trim items, and ice works better on these sections than many dedicated protectants.
Ice liquid was reformulated for greater durability (mentioned on the packaging, and in the slight purplish color of the new formula), so perhaps TW should have called it Ice 2.0, and then gotten a clean break in the reviews.
I also wonder how many people are comparing Ice liquid to other synthetic paste polishes, vs using the more comparable Ice paste. :nono My understanding from the MSDS is that the paste has more wax solids in it, and so should be more durable than the liquid.
Finally, Ice is just so much easier to use and get good results with than traditional car waxes. Last weekend for old times sake, I waxed my dad's car with a tub of Kit carnauba paste wax. That took just so much more time and mental+physical effort for a good result.
With Ice liquid you can happily wax away, whereas with carnauba paste you had to be careful not to get it on rubber trim or stuck in crevasses. Same deal with buffing out, where you have to use some effort to buff out all of the hazed wax, and then rebuff with a soft cloth vs just wiping away with the MF towel and then rebuffing with the other side.
My own feeling is that the TW Ice line is at least the equal of other hand applied OTC products in its price range and perhaps better when you take into account its greater versatility. Somehow it is fashionable to dismiss Turtle wax though.
