Replying to Seven artistic bullshit?

http://www.sevenartisticsins.com/

what's everyones take on this? I think its a sick idea to get new art on the skis, but I think rossignol is trying to give themselves way more credit than that. they are treating good graphics as if its some revolutionary break through in skiing. Seems like a poor excuse as an advancement. Companies like line, k2, and a ton of independent companies (moment, surface, etc.) are actually being innovative while rossignol considers their graphics to be ground breaking. Anyone else feel like this is a ridiculous claim? I'll end with a direct quote from the site:
"This project called the Seven Artistic Sins is putting the ski world in a new era."