I agree, the show is an elaborate advert for Gulder, and maybe it doesn't seem fair to pitch men against women. But it is based on the survivor series and this is what happens on those shows. As someone noted, last year some men went out before the girls so it isnt completely about brawn. Also, the show is meant for entertainment it's not some great sporting feat and it would be boring to have a show with only guys or gals.

The last girl standing will likely get something additional (I hear Governor Duke promised 1 million). The company wants to sell it's products but in selling it is contributing to the lives of the participants in a way they wouldn't have had otherwise, so I think its a win-win. Also I know a lot of people go in for shows like this not for the prize but for the visibility so its not about winning but making sure you get noticed.

In all, I think the company is doing a good thing. Selfish motives are what business is all about and there are ways to sell your product without contributing to peoples lives. I hate reality shows and don't actually follow any but my theory is every man to his own poison and if this works for some then they should enjoy.