I agree with skierman on the part about forcing the fun looking aspect. When they force it, you can tell they aren't actually having that much fun.
However, you look at push or some ski movies, and there is no fun vibes there.
I say, moderation. Not stupidly goofy, forced fun, or a drive to progress and push to the limits even if it isn't fun. Something in between. Sick riding, and good vibes, fun vibes.
hmmmm, that reminds me of crapneto.com
that's some quality stuff, and actually, it happpens to be snowboarding.
Is idea like that too?