Here's a reply that agrees with you. Yes, REI partners with LNT. Why then aren't LNT's resources about minimizing fire impacts prominently displayed on REI's homepage?  Unprecedented wildfires, the vast majority caused by human activity, are devastating public lands across the west. I should see a big banner educating people about wildfire and how to avoid starting one across the top of the website when I go to buy a new pair of wool socks. Players in the outdoor industry need to be doing everything they can to reduce the risk of helping send massive numbers of people into the outdoors.