To make other ski companies look good, it is a marketing scheme perpetrated by a conglomerate of ski companies. Remember 2, maybe 3 years ago when they said: "Our new skis are mother fucking bombproof, we admit the old ones sucked." Then the skis came out and had the durability of 1/8" particle board, they were unquantifiably shitty. Now they say the same thing as 2 years ago. But we should definetly buy into it and believe them this time, they have a new website and a washed up, journey man skier, oh shit! Were they unable to sign Rory Silva or Evan Raps? Only one of those two could have given them more respect.