Which pre shave?!

I thought I'd been paying attention and then a whole new class of shaving product shows up and it seems that I'm the last to hear about it. I suppose I wasn't paying close enough attention. This is a wonderful time to be alive and shaving (emphasis on the "alive" part) and the fact that we're doing it with our grandfather's technology is just icing on the cake...or is it lather on the face?
Mark