i hear they are going for a cheaper ski, one that is more available to the people that ride em, which is atomics biggest problem.  There aren't very many snobs out there saying, 'Let us put down our race skis, and expensive powder skis, and let us take up the 'sweet' new terrain park.  Oh wait, money is no prblem, hahaha.'
Skiing is the easiest to learn hardest to master.  Flip that around and you know how snowboarding became so popular, but will never have the potential that skis will ever have.