The GoreTex ads of late, like the one with that guy breathing into the coffee cup looking all Mens-Journal-ish, the girl crawling through the brush with this "ooh this is soooo adventurous...!" look on her face, and the most recent travesty, "Bail...Brag" showing an empty and occupied ice climb, respectively, pretty much sums up why climbing is now so mainstream. Get used to it.