Last month, at a party in downtown Austin to celebrate the start of the X Games, ESPN’s showcase for action sports, now in its twentieth year, I met a marketing manager named Scott Schoppert. He wasn’t a fan of the X Games per se, although he did recognize in the crowd the pioneering BMX jumper Mat Hoffman, a.k.a. the Condor, and shouted after him, to no avail. Schoppert was there for the free beer. He had won two tickets to the party in a radio contest sponsored by the local alternative-rock station KROX … More