It's all about: Going over anything that gets in your way.
Wait, is this an ad for a bicycle...or an SUV?
Think of the irony: on one hand we've got IMBA working their butts off to convince politicians and anti-biking groups how nice and friendly mountain bikes are...and on the other hand we've got ads like this from manufacturers who want so badly to cash in on the extreme riding image that they produce taglines no different than what automakers are using to sell SUVs. Sad but true.
I know it's cool to appeal to young, aggro, freeriders and sponsor teenagers that throw bikes over cliffs (the parties alone must be worth it). But these ads promote irresponsible trail use and give riders the green light to bomb down the local singletrack on a Saturday morning in full body armor.
Sorry for the rant, but if you've ever had your favorite trails threatened to be closed because of a few punk downhillers that "ride over anything that gets in their way," you might feel the same way.