While I find it silly that folks think the slogan is anything but inclusive, I do think it's a bit half-assed. This caricature of the "cowboy" means nothing to the demographic that this slogan/marketing campaign is aimed at. Steamboat and the "cowboy spirit" may mean something to we natives, but it's most definitely lost on younger generations - especially those without any connections to the State of Wyoming. Honestly, the University needs to distance itself somewhat from the "old west", and focus on marketing its true strengths - a well funded, small, public institution that provides affordable, quality education and great access to outdoor recreation opportunities. Get these prospective students through the door, and you bet they will learn about Wyoming culture and the "cowboy spirit" that goes along with it.