SSI Shredding Systems sells really big industrial shredders that destroy everything from pianos to cars. The company has been putting out videos of its products in action, very much in the style of Will It Blend. Actually, the first Watch It Shred video on YouTube is dated September 25, 2006, a month before the earliest Blendtec's piece. Presumably, different audiences, too.
How cool would it be if they had a video of an SSI machine shredding a Blendtec blender?