At around 7:06 we see Dolby Surround to Adam's lower left. Is that insitu?

yeah it's called marking the start of the climb.....something you Brits won't get.....and looks like it was done in the best possible taste!

I noticed that too and was wondering the same thing. So corporate sponsors are now tagging routes then - I'd discussed the possibility of this happening with some friends a while back, but didn't really expect it to be quite so blatant.

Its not corporate sponsorship, the route in question is called Dolby Surround and weighs in around 8C+. The marking up uses the Dolby logo, but is not sponsored by Dolby.