Ha I've seen that before! I feel like the whole world has become one big marketing extravanganza. Satan's spawn indeed. Can anything be free? YOu know what killed me is when all of a sudden the people who for years had swum in cold water all winter with no fanfare whatsoever, got bigger with an influx of people in town influenced by Wim Hof etc, and then they got a name, and got on the whole 'wild swimming' thing when fuck, didn't we used to 'swim' not 'wild swim' - what the fuck is the rebrand all about - and then - wait for it - now SELL HOODIES. Oh fuck off. Just go swimming.