New ski boots?

I just received the September issue of Ski Magazine yesterday, devoted to the new season's gear.

I went through it quickly and was disappointed by the general lack of innovation and mostly, by everyone trying to do something they are not expert into, like K2 and Scott getting in the ski boot business, just out of the blue, without much legitimacy or any superior product features.

To perfectly illustrate the imposture is the new K2 ad that shows an ugly male model make taking the legendary “soft inside” pose, premiere by Lange more than forty-five ago. Shame on you, K2! I guess that's what marketers do when they have nothing to say about their product. Why don't you stick to your China-made skis...