Believe me in that I am fully aware of cave conservation issues and dealing with inexperienced cavers that get themselves into trouble. I've been an avid caver, climber, and cyclist for a long time, and in the many years of caving I've seen most likely the most trashed caves on the planet and some of the most pristine, including plenty of virgin passage. I've helped on various cave rescues in some unforgiving places where without light and proper clothing, you are SOL. Fortunately I've not dealt with body recoveries, but I personally know cavers who have.
So, when SureFire's marketing wanting caving pictures to promote our lights, I laid down a few simple ground rules. The cave locations and names would not be disclosed. The caving photo trip would not be damaging to the cave, or endanger the cave team. And the pictures would be representative of reasonable cave practices, even though it is certainly true that most cavers do not use SureFire lights as their primary light source.
As far as such ads promoting yahoo's to go caving, I view it as no worse than auto makers racing their cars around on TV (professional driver on a closed course). The ads are eye catching, unusual, and hardcore, and that's what we want. Clearly, they got your attention.
Willie Hunt