Enduring marketing

Is Stan Lee moonlighting in advertising?

Earlier tonight I passed a poster advertising a new razor blade. Rather than touting the number of blades as a selling point, the poster pointed out their composition instead. They're made of... Endurium.

Endurium?

Or more likely Endurium^tm.

I lay no claim to being able to recite the period table (always got lost around the lanthanides), but I'm willing to wager a not-inconsiderable sum that Endurium won't be found in it's vicinity. It sounds remarkably like something used to lace Wolverines bones. One wonders what the marketing department rejected on the way to discovering Edurium. Unyieldium? Immodium? Payingthemarketingdepartmenttoomuchmoneyium?