of companies that have breached into the "real" world and sometimes give us the impression that we are bigger than what we are. There is a vast difference between the sales of Element and the sales of Expedition. The Berrics obstacles have been trying to get people to understand that things have changed, the world has changed, the skater and the consumer have changed. So… it was either we start it, Eric and I, or Google does. Berra also explained the manner in which the industry is often misperceived and how the economic conditions in the U.S.—at the time of the Jenkem interview—have affected the culture of skateboarding: We're all squirrels fighting for the same nuts in the worst economy in 100 years and everyone has it tough right now. I don't think people outside the industry understand that. I think a lot of these people who criticize the industry definitely don't understand that. They see these pillars of the skateboarding world and they equate them to the pillars of other worlds that are much bigger than ours not knowing that some are one bad month from closing their doors. Skateboarding companies are skin and bones operations. Popularity does not mean wealth in this industry. Directing In the winter of 2006, Berra began his role as director of The Good Life, a film that he also wrote the screenplay for. Starring Mark Webber, Zooey Deschanel, Bill Paxton, Harry Dean Stanton, Chris Klein, Patrick Fugit, Drea de Matteo and Donal Logue, The Good Life was described by Berra in the following manner: "... it had been my ‘other woman’ for many years, but because of my commitments as a professional skateboarder I couldn't pursue it 100%." The film, described as "a coming-of-age tale set in Lincoln, Nebraska, portrayed as a grim town of vacant lots, shuttered buildings, sidewalk drug dealers and deep poverty, all accented by overcast skies", premiered at the 2007 Sundance Film Festival and garnered a positive reception. Following the commencement of a new chapter of the Berrics project in early 2013, whereby a new premises was officially opened and the website was reconstructed, Berra has collaborated with professional skateboarder Paul Rodriguez on numerous projects, such as the Network A series "LIFE" and a Mountain Dew commercial entitled "Progression". Acting Berra has maintained an interest in acting since the age of 18. He was a series regular on the