In this video I’m talking about something that’s been bugging me for a long time: why core board shops are disappearing, and how “core brands” can be part of the problem—even when people think they’re doing the right thing by supporting them. I address some criticism from my earlier “core” video, and I start with a couple of apologies, because I know this topic hits nerves. But if we’re going to throw around words like “core,” we should be honest about how the money actually moves in snowboarding. I break down the realities of product markup, how the internet basically became everyone’s retail shop, and why price doesn’t always track cleanly with quality. The big issue is when brands sell to retailers and also go direct-to-consumer online: it undercuts the very shops that build local scenes, help people get set up properly, and keep snowboarding culture alive. I also call out big online sale events and the race-to-the-bottom discounting that trains riders to never pay full price. My takeaway is simple: if you want to have a real “core” conversation, buy at full price in your local shop. And stop pretending marketing dollars are “supporting the sport”—it’s advertisement either way. It’s all hypocrisy… so just ride your snowboard.