The New York Times explores a disturbing trend in which helmet use in skiing is up, but brain injuries are also up. Sportgevity founder, Robb Gaffney, MD commented on the shift of our global action sports culture towards super high risk and this being a factor in head injuries increasing. High risk media is very marketable and energy drink companies know that. The downfall? Perhaps these marketing campaigns have profound effects on how general recreationists define and pursue these sports.