Simply, we are the same consumers as any other industry. Video games, basketball, fashion...
The fact that we are on a website that unites us consumers merely helps companies connect to our niche in the market. Unfortunately our "presence" in regards to the industry IMO doesn't matter that much.
Yes, we are self-aware and create influence, but it's no different than any other trends in any other industry really...
BUT
NS is an amazing thing that progresses the sport, connects the skiing world, and changes how we are sold to.