Rick Alden is the founder of Skullcandy, but aside from running a successful company he spends some of his time campaigning for Alta to open its doors - and lifts - to snowboarders.
There must be some seriously good terrain at Alta for it to warrant this constant level of coverage, we're talking perfect pillow lines, bottomless powder and a park shaped after every hit.
Alta could be seen for what it truly is: a handy misery trap for all the unhappy skiers in Utah, beckoning them in like angry confused moths to a bare bulb.
However, when Rick smuggles himself in using a split board as a cunning disguise, it turns out that Alta is actually filled with huge angry, miserable people on skis, or so the video depicts.
Yes it is on public land and it is a bit sad, but maybe it's time to start looking at Alta differently - rather than holy land that snowboarders are barred from paying homage to, it could be seen for what it really is: a handy misery trap for all the unhappy skiers in Utah, beckoning them in like angry confused moths to a bare bulb, repetitively banging against the lift gates trying to make their exclusive passes work.
Meanwhile, Park City looks rad! Go there! Like the video points out, out of roughly 700 ski resorts in the whole world, 697 of them allow snowboarding, which calculates at around 99.6%!
Overall, I think we've won. #AltaForTheSkiers