In the battle to attract skiers after the first big snowfalls of the season, the Alps' recession-hit resorts are counting on their scariest pistes to bring in the northern winter thrill-seekers.
And the appeal of the most hair-raising descents is such that Europe's ski resorts are now battling to produce steeper and steeper descents.
Switzerland's famous St Moritz has increased the maximum steepness of its already petrifying Lagalb piste to a scarcely believable 41 degrees to the horizontal slope on average, in order to claim the crown as Europe's steepest black run. The resort's PR people describe it as "a sheer delight for adrenalin junkies".
The Franco Berthod slope in Italy's La Thuile resort is now said to be one degree steeper than it was before at 37 degrees. Close behind in third spot, in the Italian Dolomites, is the Plan de Corones at 36 degrees.
Officials in Italy's top ski villages are in no doubt about the lure of wickedly difficult runs. An agent of the police unit patrolling the slopes at Moena in Italy's north-eastern Trentino region told La Repubblica: "All you need to do is put up a notice telling people that the piste is reserved for expert skiers and you'll instantly find a queue because there's a huge desire for people to test their limits - even among those who should realistically stick to the easier pistes."