Celia, I saw and thought the same thing in the Eddie Bauer catalog that showed up in my mail box. I posted the same thing in a couple of facebook groups I belong to. I also love the caption at the bottom of the photo that lists the "professional" guides names and then says "paddling the shark infested waters...." The caption adds just a hint more to danger factor.
Of the four guides listed, only one is listed as a kayak guide and I would bet $100 that he doesn't let his clients leave the beach without a PFD.
Like someone mentioned, not wearing my pfd is like not wearing a seat belt. I feel naked without it. I could be paddling a mud puddle and I'd still wear mine. It's about being safe, responsible to myself and others and it's smart. I don't buy the "it's hot" excuse. You're 6" from the water, splash yourself.
1 Canoe/Kayak Trailer
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