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A pithy quote from Sir Edmund Hillary — “It’s all bullshit on Everest these days” — sets the tone for the latest climber’s report to the CEO crowd by Finn-Olaf Jones in the winter edition of Forbes FYI. Jones weaves an interesting tale of greed, malfeasance and general weirdness on Everest with the Internet playing a key role in the unraveling of the best-laid plans. His story isn’t “Into Thin Air” by any means, more “What Into Thin Air Has Wrought.” Jones writes, “thanks to a deluge of books and movies , Everest has become, literally, a rock star. The mountain was attracting personalities more suited to Rolling Stone than Rock and Ice: trend slaves, lost souls hoping to fulfill themselves by conquering the heights and a sprinkling of shady characters looking to cash in on high climbing fees, sponsorship money and deep-pocketed travelers.” SNEWS® View: Jones’ cautionary tale should be read by all outdoor industry starry-eyed marketing types still enthralled with Everest. Sir Edmund is correct in his observation that all is indeed, “bullshit on Everest these days.”