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Oh good Lord. What, is the only entrance to the building from the roof, and you have to bungee from a helicopter down on in? Do the Dew, dude. The 1980s-style high school girl bubble-writing typeface gives it away. It's no more "extreme" than the LIfetime Network.
You have to understand there's a difference between X-treem! and RUGGED!.
Diesel-powered Ford F-350 crew cab: Rugged
Abrams tank on the freeway to Baghdad: RUGGED!
Mountain Dew: X-treem!
Grain Belt Beer: Rugged
Unfiltered homebrew: RUGGED!