I think its called something like non endemic. Where companys not related to, ex: skiing give NS money to advertise or something. NS with more money is more NSTV, more NS comps where for $40 you get snow kicked on you for 30 seconds. I don't want skiing to turn into what snowboarding is but this whole core mentality is getting rediculous. Don't you want NS to have money? There are only so many core companies.
Style. Style is the answer to everything, a fresh way to approach a dull or dangerous thing. To do a dangerous thing with style is what I call art, style is the difference, a way of doing, a way of being done.