I was talking about the "Repair is a Radical Act" post, and my position, like I said, is that it is brand marketing. Therefore, I am not going to make any active effort: I expect the message to be regurgitated directly into my gullet.
Sure, I don't think they have ever hid the fact that they play the game, what they are trying to do is play it in a responsible manner. Yvon Chouinard's book is worth a read, it's a fine line to tread and, in my opinion, lazy to take the cynical way out. (Not that I think you are!)