The new Elasto Material is great! Despite its great properties, it is a truly ugly material to design with. It has a grainy, dusty appearance since it starts as white powder and is infiltrated with black urethane. It is nearly impossible to photograph in an attractive way. White would not be much better since it gets dirty so quickly. Why not simply offer it in gray? A light gray color would conceal the graininess and any minor soiling, and would still communicate that it is a different material from WSF or BSF. It also make possible some slick two-tone color schemes.

As a design material for end-use products, light gray is much more appropriate!

note: I've attached a screenshot of the (assumed) material brochure where the manufacturer states the infiltrants can be mixed for custom colors.