In reply to tony:
> To me, your post is an example of astonishingly misplaced priorities. Do you honestly think anyone looking at the advert is going to go into the kind of analysis you've applied. It's a f*cking watch advert, not a statement on the soul of mountaineering.
I'm not so sure! The level of consideration that companies put into their advertising is truly phenomenal. Or at least, it should be. So Suunto, as a company that manufactures "outdoor sports instruments" to a cost of several hundred pounds a piece do look a bit daft by the fact we're having this conversation in the first place.
A perfect counter to this would be the image that Glenmore Lodge seem to use everywhere, shortroping in Sneachda in winter - i.e. not a cheap photoshoot, real competency, real situation.