Was I the inspiration for this with my "free IMBA membership with bike" program? Probably not, but big props to Trek for putting THEIR money where their mouths are. "One key aspect of the program will create a US$10 'tax' on all full-suspension bicycles sold by Trek beginning August 1st, with the projected total to estimate US$600,000. That money will then be donated to IMBA (International Mountain Bike Foundation) to support its trail usage and advocacy programs."
I'm not sure why hardtails aren't worthy, but whatever. Full squishers are probably 90% of Trek's mountain bike sales anyway, and $600k is nothing to sneeze at.