Patagonia is either brilliant or doesn't give a s**t. Maybe both. But, for the sake of argument, let's call them brilliant. In a way, they're like Trump (sorry Yvon). They know what their base loves, and they give to them in buckets. But, if they're smarter then Trump and want to reach out past their base, why not give those bottom-of-mountain types, who happen to despise the assholes, permission to consider Patagonia? How cool is that? Consumers are exercising "conscious consumption" and aligning with brands that speak to their ideology. Why not make it easier for them?