This quote by C.G. Jung outlines the character flaw of trophy-hunters and what Under Armour is deliberately cashing in on, with no hesitation or remorse whatsoever: Fear of facing their own self, of looking at oneself to see how one can grow as a human being, on how to become a valuable member of society. Soldiers, policemen, fire fighters, etc, know that they put themselves in harm's way when thy choose their careers, that's why this is considered noble. Not so the trophy-hunters, they kills animals for their own perceived glory, be that an animal carcass, the thrill of the rush of having killed something alive, as well as the recognition from fellow trophy-hunters. They are attention-whores, that's why they pose with the carcasses, grinning ostentatiously. They kill from a safe distance without putting themselves in harm's way, they chase cheap thrills, meaningless accumulations of material and emotional content, i.e. trophies. Self-absorbed children in adult bodies.