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Though I haven't seen the product (because my server is an overseas one) I'm always a little dubious when people come up with an 'i took something cool that is really good for its intended purpose, and made it do something it wasn't designed to do in the first place' idea.
Still, if I had a totally kooky idea that everyone in the industry was going to mock, the Dragons Den would be the best place to pitch it for backing. I would guess that 'the dragons' knowledge of snow sports would be what they have seen on TV....which is really just energy drink advertisement.
Heres some failures some one else wrote about
The Angry Snowboarder Blog Archive Cross Country Snowboarding For The Lazy