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Goruck GR1 here. I got it 2.5 years ago before the prices went up, love it. It’s not too far on the tacticool side of things, but close.

The people that sell goruck claim that it doesn't look like a "tacticool" backpack but honestly they aren't fooling anyone.

I have one too and I love it, but it screams tactical backpack and you can spot a goruck a mile away.

Yeah, MOLLE on the front and side will tend to do that.