Ok, lots of ethnic and social groups out there, all with different beliefs, cultures and ways of doing things.

I'm white.  But my grandmother several times removed was full blood Cherokee.  She didn't sign the Daws Rolls so in the eyes of the gubmint she was not official Cherokee.  Go figure.  The rest of my ancestors were German, Scotch, Irish, British, and mebbe a bit of Swiss and French thrown in for good measure.

I have white ancestors who were in North America in the mid 1600's.  I can show direct ancestors in the Revolution, the War of 1812, and on both sides of The War Between the States.  In addition I had an ancestor in the Texas Revolution, who fought at the battle of San Jacinto.

My grandmother's family were "Okies" during the Depression.

I was born in Southern Oregon, and grew up on Whidbey Island.

I live on a boat and am a gun owner.

Can we see the huge mix of cultures here?  I identify most with the cultures and practices that involve the bearing of arms, the culture I adopted when I moved onto a sailboat.  I also appreciate and honor some Scotch-Irish culutural practices.  I am very much aware of my entire cultural makeup, although I do not have much identity with my native ancestors, although perhaps an appreciation for nature and the wilds come into play here.

Ultimately though, I identify myself as an "American."  To me that means a place made up of immigrants who came, adopted some culture, added highly desireable parts of their own to the one they find, and melded with the society around them.

At any given time I feel comfortable playing the role of a cruiser, Westerner, gun packer, outdoorsman, survivalist (not in the paranoid bunker living way, but rather the highly prepared for stuff way) person of education, redneck, or just plain average joe.

We all wear many culutural masks, and identify more strongly with some over others.  As "Americans" we may find aspects of a culture we were not born into, or grew up in that are desireable to us for whatever reason.  Respecting that culture and adopting it's practices is not shameful.

I was not born a boater.  I chose a particular lifestyle and the cultural practices that came with it.  When I go to Alaska, I will be adopting another culture.  When I was in California, I rejected various local cultural practices, but adopted several others.  I learned to eat mexican style, and various other local practices.

In the end I am who I am based on how I was raised, and what cultural arts and practices that have been around me that I chose to adopt.  I can wear a cowboy hat as easily as I can wear a shirt and tie.

To adopt part of another culture should be an act of respect to that culture and flattering to it.

Marketing it, well that too is an American Cultural Practice...  We are a nation of capitalist running dogs after all.  :-)