the problem is not “heavy” gear, as long as its fairly reviewed (and yes some folks do like that gear)
the problem is the unholy marriage between marketing departments and the outdoors media … which is RARELY CRITICAL of such gear
I absolutely agree with you here, but I think there might be a correlation. Putting aside all those who are willing to sacrifice camping comfort for hiking weight, weight reduction has its benefits (on the body, the experience, and so forth).
Many big-name companies are in a race to compete through marketing, and not necessarily by pushing out products that will improve the hiking experience (including reducing weight without reducing functionality). Outfits like Backpacker mag feed that vicious cycle by turning the blind eye to some of the great products (sometimes not more expensive) created by cottage companies.
On the flip side – what would happen if Backpacker mag began showcasing products created by cottage companies? For one thing, they would have some angry readers who do not want to deal with 6-8 week waits on custom hear. Those that do would likely cause the wait time to increase further. But perhaps the problem could happen on the side of the producers. They will either lose customer satisfaction from increased wait times, or be forced to expand. It takes a heck of an entrepreneur to scale a small shop into a sizable business without losing quality, being able to take the hits of cyclical downturns, or crumbling under the administrative and logistical responsibilities.