After conquering the ability to run a mile, running for me became what most new additions to my life become: an excuse and justification to consume products relating (no matter how slightly) to that new addition. A few years back, when I decided to take up swimming, I bolted to the sporting goods store and reveled in the joy of discussing goggles, nose plugs and swimming caps. It didn’t matter that I had swum once for 20 minutes in the pool at my gym, it especially didn’t matter that I had next to ZERO knowledge about proper swimming form and no grace. The fact was that I was swimming and that was excuse enough to compile a bunch of S-T-U-F-F. The swimming hobby didn’t take, and for years I had a drawer filled with practically brand new swimming paraphernalia.