Barbed wire's biggest use hasn't changed, though. Charlie Rugh is the vice president of sales and marketing for the San Antonio Steel Company. "The primary goal was to fence in cattle," he says, but "it's a lot more diverse now." Specifically, people aren't just fencing in cows, but horses, sheep, goats, llamas, alpacas, and even exotic animals like bison, elk, or deer. This has forced a big shift over the last 50 to 75 years, Rugh says, stimulating new innovations in an old industry.