Also the ones who can't bring themselves to admit that they can perform the very same dive without spending all that money on helium and bring along all that paraphernalia(always difficult to admit you've been taken in) I've long since banned the DIR brigade from diving with me:seeing them makes me laugh so much that I always risk to drown...and yes industry impositions has very much to do with it,but it seems,at least 'round here in Europe,especially Italy,France and maybe Spain, that their malackery has finally been given itself away.Oh,and thanks for worrying so much about my safety but I can take care of myself.
I don't consider deep air anything shallower than 40m.
Personally I really dive helium as a social status symbol. I love rubbing my wealth in the face of all you low class urchins. Of course I could save millons of $ diving air but then how else will I stand out from the riff raff on a dive boat? I will gladly continue to pay $100 a cuft for helium.