iFixit was not a name chosen for a tool brand. It represents an organization that promotes repair and has been around for 13 years. One of the many things it does happens to be design and manufacture tools to help fund that.
I run the tool division, and while you may find the name to be gimmicky, we work very hard to put out tools that are not. I spent ~10 years in computer repair, and ~10 years as a mechanic before iFixit, and HATE tools/toolkits designed by people who have no experience using them. Every bit and tool in our kits has applications and has been researched to make sure it's relevant.
Most of iFixit is involved in repair advocacy and running the free repair manual for everything, and is a community similar to Wikipedia.
https://www.ifixit.com/Guide/Harley...volution+Transmission-Primary+Oil+Change/6222 This guide I worked on has more than 100,000 views.
We are behind things like fixing the DMCA
http://www.fixthedmca.org/ which allows manufacturers to prosecute people for repairing their own vehicles/phones and other objects you would think you own. We've won major exemptions to it. Remember the guys that figured out the VW diesel scandal? They broke the law to do it, we've since overturned that.
We are the teardown folks, we take stuff apart and assign it repairability scores, that is what most people know us for and why we're in the news every week:
https://www.google.com/#q=ifixit&tbm=nws
Some of my favorite teardowns:
https://www.ifixit.com/Teardown/Tracking+Device+Teardown/5250
https://www.ifixit.com/Teardown/Lightsaber+Teardown/41157
We have written our own curriculum that teaches technical writing and repair, used by more than 50 universities, and is a required course for engineering students
http://edu.ifixit.com/
And we've taken our repair manual software, made a commercial version that now runs factories around the world, teaches surgeons at medical schools and more.
http://www.dozuki.com/resources/our-story
@AutoTeck84 - You are in the USA? PM me your address and I'll send you some tool samples to check out. I'm sure you'll find them much less gimmicky than you do the name!