Both issues have served as a wake-up call to both land managers and environmentalists about the downsides of recreation. An outdoor industry eager to get its slice of an $800 billion pie helps fuel the rush to the West’s public lands. Farrell says that outdoor-product manufacturers push hard for increased access to public lands in part because more users boost their bottom lines. “Critical discussions about recreation are rare because these activities are layered with a thin veneer of innocence,” Farrell said. The problem is there aren’t many true wild places left to exploit.