not a big primitive fan and i think some of the collabs are kooky, BUT from a biz standpoint, what they're doing is appealing to a larger customer base than just skateboarders. People who don't skate bought the DBZ shit. People that don't skate will buy the Megadeath stuff. I've always thought that about skate shoe companies, and why I never was against Etnies or DC. What, only skateboarders wear size 9? Obviously, they are designed for skating/skateboarders, but at the end of the day, most people have 2 feet.