They are doing many things that are certainly beneficial, but saying that any company has a "innovative" design anymore is stupidity. There are lots of massive fat skis out there with rocker, that's why Bluehouse added them to the line up this year: If they had not, they would not have been competitive. They certainly aren't the only ones to be doing this, but calling a fat rockered design "innovative" implies that someone has been living under a rock.