The man is building an empire, and I'm not mad at him. Fish Hunt Fight just got picked up by meateater and I just bought a couple of boxes of Federal .243 Win that were branded "meateater". It's his every man mentality that appeals to the masses. There was a comment earlier in this thread about the content of new shows including things other than big game hunting. That's exactly the strategy to scale and expand. Find new markets. Coincidentally I just had a 1 hour conversation about this with my hunting partner while driving up to the mountains for an archery hunt (it was a 5 1/2 hour drive so the conversation was all over the place). I think Rinella is actually helping the image of hunters with his deliberate approach to explaining hunting as a means to an end (whether bear, deer or crab) from start to finish. 1) Conserving the resource 2) Preparing to pursue the resource 3) Harvesting the resource 4) Utilizing the resource 5) Conserving the resource (yes, stated twice). It's this start to finish story he tells that has been missing from the mainstream stereotype of hunters. If his growing success doesn't lead to a monumental flame out, history may look back on Rinella as the consummate conservationist of our time.