Who'd have thought I'd encounter this?

When I fly on planes, I read and discard outdoor magazines.

The item above appeared without comment in Backpacker, a mainstream example of the genre. They do know their audience. Once upon a (not so happy) time, we were a movement; now we're a recognized market. I can only hope that many of us know we only got here by being mighty assertive for many years. And a lot of people aren't here with us ... yet.