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FireDiveGear.com was founded on May 18th 2012 (the date of the first website domain registration) primarily in order to lower the entry barrier to experiencing the psychedelic and stunning world of underwater fluorescence, and in order to promote (in particular scientific) investigation of this phenomenon, which already has proven to be very useful in reef protection and restauration efforts, where it helps specialists to find so-called "coral recruits" (newly settled coral larvae) and complements the traditional (and time-consuming) "reef check" method. Moreover fluorescence plays a crucial role in intra- and interspecies communication between underwater organisms, a field of research which largely consists of uncharted territory. FireDiveGear.com is international and currently has two branches, near Spokane/WA/USA and The Hague/ZH/NL.