I would hardly call their trip to Alaska a "hardcore adventure". They flew in and skied, not kited, the eklutna traverse, which is a common route done in 12hours previously.
They flew into Marcus Baker and sat in a tent for a few weeks, shoveled snow, ran a bunch of gas through a generator, and flew out.
The only real action they got was sled assist while hanging out in an RV in Thompson pass.
Mammut sponsored tailgaters.
Nice job getting someone else to pay for a trip for them selves.
Hardcore marketing perhaps.
Hardcore adventure, hardly.
Check these guys out- http://thingstolucat.com/logan-traverse/
Yakutat to McCarthy via Mt. Logan (19,551 ft), 370-miles, 30 days, unsupported!
Pack raft and ski.
Note the lack of corporate sponsorships and pre-spray.
That is hardcore adventure, and good style.