How can I sensibly choose if to do business with someone if I am only getting positive spin? When I see a page that's clearly been sanitised I try and dismiss it completely - and often the firm with it. Or go hunting for balance - which might be hugely counter productive for my overall view of the company if I land up on a complaints site.

Of the "landscapes", take the image of the woman in black in dead centre of shot - it's terribly framed unless you just wanted a photo of your wife's ass. For deciding if I'd like to visit the region the only thought is "get out of the damn way". The orange tent in corner of landscape? Crop that shit out and have a decent landscape shot. Better still, get a photographer bright enough to take 3 steps left first.

The production value is solely of product placement not landscape photography, suited only for their website. Now then, if North Face had paid a renowned landscape photographer to take some excellent photos for Wikipedia it could become well known with no logo or product in sight. Positive PR, and probably a note on North Face's page for genuine production values. Except that's no longer an advertising campaign.

What did North Face achieve? Made sure I buy Patagonia, or Jack Wolfskin etc next time I'm buying outdoor gear - which I do fairly regularly.