The 50th anniversary of Sir Edmund Hillary's and Tenzing Norgay's climb to the summit of Everest is this year, and lots of people are getting in on the act. This article reports that, besides about twenty teams of mountaineers, Sohu.com, a Chinese internet company, is having its chief executive climb Everest, all the while keeping an online journal supplemented by pictures from his mobile phone (as part of the promotion, mobile phones and service is being provided to other mountaineers as well). I found this especially interesting because the article comments on the fact that, for urban Chinese, the outdoors now represents a destination for the elite's domestic tourism, rather than a representation of "rural poverty." It only makes sense then to link an accessible technology like the mobile phone with upper class aspirations.