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In my case when I went MTBin with my dad in Austria the climb was the reward (as I outclimbed him being 30 KG lighter) and I bricked it on the descent.
My dad didn't think the work was worth it, perhaps we should rent e-MTBs next time :):)
For tourism it must be great, who wants to tackle a huge hill on holidays...
PS he still gets me on the flats! I wish I am still that fit 28 years on...
I get this aspect, but I always thought that your reward for a climb was the decent, maybe im just old fashioned...