The term "Extreme" sports has become such a catch phrase that even people like Bob Dole have been heard using such expletives as "gnarly" and "bitchin." Like MTV consumed "Alternative" music, every firm in the US is rapidly digesting "Extreme" sports.

Here's why: the people involved in extreme sports aren't into it for the image. I take that back - let's say the successfully involved people aren't into it for the image. No one drops their afternoons into street luge or skysurfing for the fame or fortune. Only three to five athletes in the extreme sports world are making over $100,000.

Additionally, people get into extreme sports because they enjoy the get-in- tune-with-yourself lonesomeness of it all. There's nothing more desperately lonely than a painful, long incline on two wheels. Do you really think the average skysurfer does the perfect move only when people are watching? No - he does it for himself. He does it perfectly and goes on home, proud of himself. Whether or not someone was around to take a picture, who cares?

So, the problem is this: how do you market to a bunch of weirdos that only care about getting out and doing something on their own? How do you market pure pride?

You put together some day-glo signs and get ignored. Just keep MTV out of the picture, and we'll be fine. They nailed Alternative music because it's a tangible, marketable product. Pure individualism, on the other hand, will forever be an elusive beast as long as humans keep their frontal lobes.

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