New ad: "Capsizing in class 4 whitewater and getting back in the boat made for a great water-cooler chat on Monday"
Because you don't do your hobbies for intrinsic enjoyment, but to impress other people. I picture this dude (you know it's a guy) as Drew from Office Space bragging about how he "bagged some class 4" over the weekend while everyone else just waits for him to shut up.
Not buying Merrell products. Ever.