snowboarding's popularity. how is that? why is that? >> there's also halfpipe ap the olympics. don't effect about halfpipe, where shaun white will compete. >> that's not new, though. >> no, no. not new. >> i was mentioning the debuts snowboarding events. uh-huh. >> yes. snowboarding is in a slight decline right now, and it wasn't really predicted. and there are a lot of reasons people are throwing out for why that is that the economy, you know. the nature of trends, but a theory i proposed in our article recently in "outside" magazine is the sport was mismarketed the essentially. built up as a -- as a kind of winter equivalent of skateboarding, and targeted almost exclusively at teenaged boy, and the user group is matured about h45% are over the