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Yeah absolutely, and I think a lot of my understanding of where that industry is at, is outdated. Eco waxes, epoxies and resins have come a long way from what I understand, as well as more sustainable core materials. Still, I think wax ending up directly on the mountain is a huge issue.
edit::: not to mention the air travel & resort running carbon footprints for such pursuits.
My initial thought's were "That's nice and cute of Gore for cycling, but unfortunately the Ski industry still exists."