With the release of Bill Bryson's 1998 novel, A Walk in the Woods, crowds of hikers began to swarm the Trail. This was known as the "Bryson Effect". The same ordeal has taken place with the release of the movie. These online articles address concerns for the sustainability of the trail, as well protecting the experience and purity of the trail. Recent years have shown a significant increase in corporate sponsorships and commercialism encroaching on the wilderness of the Trail. Many believe that these happenings are incongruous with the National Parks and Thru-Hikers missions and beliefs, but can even Americas wilderness stave off marketing and capitalism and their effects, or for how long?