My shop places orders with Burton that are mutiple $100,000's. If money ruled the Burton Coalition program then we would definitely have the product, and trust me we want it.
The facts for us though (and maybe not in other people's territories) is that in SoCal, only BOARDSPORTS shops get Coalition products according to the Burton Sales Representatives for my territory.
The reason why it's surf, skate, snowboarding is because #1 Analog has made moves into skating, #2 Out here the core shops sell skate and surf in the summer, #3 Burton sees themself as a "Boardsports" company not just snowboarding anymore. This is evident in their ownership of Gravis skate shoes and their skate lifestyle line that will be unveiled next spring.