In these times of the 'Great Recession', we shouldn't be trying to shift the benefits of wealth behind some curtain. We should be celebrating and encouraging people to make as much money as they can. Profits equal tax money. While some people might find it distasteful to pay taxes, I don't. I find it patriotic.
I think our slow, humble beginnings in surf shops, ski shops, bike shops, and motorcycle shops have been extremely important for our success. GoPro is all about celebrating an active lifestyle and sharing that with other people. It's authentic. It's not a brand that we went out and bought a bunch of ads for to create.