I guess after Lee's disastrous attempt to improve the hand held Auto Prime tool (with the square primer tray), they've gone back to the drawing board and have introduced the Ergo-Prime ("Automatic hand held priming at its best"). It's pictured on the cover of their new catalog http://leeprecision.com/xcart/home.php (middle of the home page) and in an ad on p. 67 of the Feb. - Mar. 2012 "Handloader" magazine. As the tool may be too new to have been reviewed yet, I must ask whether any of you have handled or purchased it and what you think of it?