I think any claim that whitewater R&D is being done simply so a handful of pros can have the sickest new ride every year doesn't bear up to scrutiny. Like others have said, elite level boaters get free gear and sometimes money too in order to show off the logos on that gear to the world. The business rationale is the exact same as it is for NASCAR, the NFL, WNBA 😛, etc. Most people, including myself, would rather watch someone scary good paddle scary hard gnar than a smiling family cruise Deckers.
So, if you're a business you sponsor or hire a young hotshot to get people watching, people associate that person with your gear, and they're more likely to buy your gear next time they're in the shopping mood. And who gets as excited to buy a 'new' 2005 Outback (you know who you are) when you can get the 2015? Same applies to boating. New boats get people excited. Just look at the fervor over the Braaap. There is an economic balance that must be maintained between R&D and sales, of course, but they're connected at the hip.
This is pretty basic stuff, and any successful business understands that.
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