Using climbers to promote apps

You know how mainstream apps have gotten when willing to approach ultra-niche sports such as climbing to get their sponsored athletes to promote a new app:

Looks like a great concept as an app, but the website display format perhaps needs a full-screen option.



*Interestingly, Emily Harrington is also the climber in the most recent iPad commercial:

Learning from China and smartphone/tablet access

Will they switch for cheaper?