Potential customers for freeze branding could well be put off by seeing this biased statement in a reputable magazine.

In contrast to traditional hot-iron branding, freeze branding uses a branding iron that has been chilled with a coolant such as dry ice or liquid nitrogen.

Freeze Branding/Cider Making, Trammel Nets/The Coach Builder and Big Skate/Pannage.

While I appreciate that you are quoting the system Inventor's personal opinion I feel it is irresponsible to say that freeze branding spoils a horse/pony's looks, especially as the item is in the format of a News Review not an advertisement.