When it first started, the berrics was 'somewhat core'. You'd see guys like Kerry Getz, Kyle Nicholson, Guy, Koston, enjoi had a United Nations, old skool blueprint, etc. Now it's all go pro, Levi's, and gimmicks. Not to mention, Mountain Dew is the next United Nations...and it really bugs me that skateboarding is now the 'cool thing' and going corpo is the only way to make it.