At the REI checkout last week, a kid with his mom looking at the BG display rack, he was throwing a tantrum because he wanted some of that fifty buck flint fire starter gimmick gear in orange plastic.
I told the kid to go to the other isle and get a fire starter for five bucks. And that BG is a gimmick entertainer, the Discovery channel had apologized for the show's deception and recently canned him for business reasons.
I also wrote a note to REI's public affairs, through the website comments, to tell them about my dissatisfaction with endorsing BG gimmicks gear.
End of rant.