I can appreciate what they're trying to do, but I'm not so sure this the right way to go about it. Call me crazy, but it seems like the more publicity they get and the more visible they are, the more action sports participants will be canceling their insurance and relying on the GnarJar when they have an accident. Obviously, it's great that a private organization is stepping up to help those in need, but I'm wondering if there is a better way to do it that doesn't send the message that it's ok not to be insured. Maybe offering low cost/subsidized insurance programs for action sports athletes would be a better idea. Not sure, just thinking out loud.
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