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Oct. 5, 2016, 12:09 p.m. -  Christopher Borgert

#!markdown This is what I understood from the article. E.g. the girl in a sports bra on top of a mountain, looking thoughtfully into the distance or the guy with a luscious beard, down puffy and sunglasses on, in which you can see the reflections of some mountains and the "brand x" logo on the frames. Peruse instagram and you will find hundreds of these "brand ambassadors", who sit in hip cafes and upload pictures of their "adventures". They do not include pics of "shredding the gnar" and their gear is always fresh-out-of-the-box-no-way- it's-been-used looking. These people are just "looking cute"; they are not participating in the sport, they are participating in an ad campaign. Arguably, they can't even attest to how well the product actually works, because they aren't really using it or coming close to putting it through it's paces. I could be wrong (please correct me if I am, @disqus_tfypbLK26X:disqus), but I don't think she was begrudging the guy who's on the 30+ Cat 1 box every weekend his "cost+5" discount.

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