What I love about Primitive edits is that they have alot of really well filmed tricks, mostly good music and almost no lifestyle shots. They also make HD footage look really cool. It does not looking like a pretenscious advertisement for technology, like so many other HD edits do. And there is a sense for rhythm in the edit. Also they have some of the best and most stylish street skaters of today. Plus: Franky Villani!
I skated a primitive O'Neil board last year, which actually had a pretty cool graphic. I also liked the shape and the feel of the board. All their current graphics look pretty bad though.