In this chapter we have also expected the changing mindsets associated with the relationship towards traditional versus artificially constructed adventure. The nature and degree of risk and challenge and fun appears to differ fundamentally in artificial adventure, where the challenge and or environment can easily be altered and regulated to suit consumers. Highly commercially controlled activities can still take people beyond their comfort zone, but their contrived product. Risk is simply perceived as not being real. Commercial pressures in force predominantly influence the risk reduction: it is inherent in business law and practice.