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How true! The inclination of the masses to elevate form over substance is irresistible and marketers are only too happy to encourage them if they don't make the connection. The Kodak moment at the finish line (suitable for hanging in the cubicle) becomes the focus rather than how the marathon distance was covered. There is a mass market yearning to establish their bona fides and a savy outfitter ready to set them up with the latest gear and a Dummies Guide to get them to the finish line. But marathons and even Ironmans are really pikers in the game of cred establishment - these days nothing less than joining the tour guide led conga line to the top of Everest will do. Just don't look askance
