I’m as guilty of this as anyone. I see something cool, new, and think “I could get that”, especially concerning outdoor equipment and apparel. That’s why it is refreshing to see Patagonia’s Don’t Buy This Jacket ad, printed in the NY Times. Patagonia gets some flack for being the one of the priciest outdoor brands on the market, but I don’t see anyone else taking out ads in the Times urging people to re-think their purchases. Also their Environmental impact programs are setting the industry standard.