They cynic in me would say that obviously the answer is to take your mind off the fact that they are trying to flog you an anorak - but of course I'm not really that cynical. ;) I think actually Arcteryx have sponsored some really great climbing short films, and we wouldn't get to see them without the company paying for them, but this one isn't one of the best. I love ice climbing, so just want to see more Tanja and Matthias actually climbing because they are both superb ice climbers. We could lose the close up of eyes staring, or heads being raised in slow-mo etc. etc.