The way it was explained to me by a Patagonia exec once, people want to look cool, and impress their friends.
Most people who buy backpacks won't use them more than 2 or 3 times.
They want to have the french press for their coffee (hopefully in one of the side pockets so they can show it off quickly), the camp chair, latest and most impressive looking tent, stove, sleeping pad, etc.
They don't care if it weighs 45 lbs, they aren't going far anyway. (maybe only from their truck to the tent 30 feet away)
And these companies sell a lot more packs too people like those above, then they do to thru-hikers.
Thru-hikers are a different breed, with different priorities, and their packs are only impressive to their peers. (which are few)
Don't let your fears stand in the way of your dreams
The more gear you have, the more hardcore you are.
In my experience advertising(of any kind) seldom reflects reality.
Mobilis in Mobili
DS - Why do you think they are targetnig you in their ads? You are already a captive audience... Now it's time to go after the 98% that have limited experience but more disposable income.
.....Someday, like many others who joined WB in the early years, I may dry up and dissapear....
There's more money in selling down jackets and Gortex gaiters than there is in selling T-shirts and shorts! Not cynical; just economics!
Paul "Mags" Magnanti
http://pmags.com
Twitter: @pmagsco
Facebook: pmagsblog
The true harvest of my life is intangible...a little stardust caught,a portion of the rainbow I have clutched -Thoreau
Have you ever had a burger that looks like the one in the picture behind the register?
"the legs feed the wolf gentlemen, the legs feed the wolf" from the movie "Miracle"