Actually, I think Bear is a marketing genius, and I say this without any sarcastic intent. His achievements aren't actually that impressive (although certainly more so than mine!), but as an unabashed cheerleader for American-style free market capitalism, I totally admire the way he has parlayed his name into a brand and his experiences into big bucks. Of course a lot of his stuff on TV is showmanship, and a lot of the things he does are more entertaining than educational, but it's still miles better than "reality" soaps, and I don't really care whether he slept in a motel instead of inside a gutted buffalo carcass or whatever. The business model works, and the endorsement deal and the line of BG products is obviously profitable for Bear and for Gerber, and nobody is forced to buy the stuff. Three cheers for free enterprise!