The magazine's editorial, in discussing model train catalogs (but could equally apply to any catalog), contained this gem:
A primary purpose of catalogs is to impart dissatisfaction. No matter what you already have, the goal is to give you a sense of unfulfillment with the status quo.
That's kinda true of Ultrarunning, although I think our needs are more basic and easily fulfilled. For example, beyond comparison shopping for packs or headlamps, what else is there? We all kinda/sorta already have our shoe allegiances; likewise for shorts, tops, jackets, etc. I just can't see me saying something like, "Man, I just gotta get me a pair of those nifty gloves. Mine just suck!"
Despite the sport being highly technical, it mostly is highly simple: you go out your door and run. Maybe you drive over to a trail, and then run. Or maybe you enter a trail race. Whatever, it's really that simple. And that's what I like about it.