If you were to poll the internet I'd in the minority here, but I find the current prevailing construct for web videos to be insanely boring:
The worst part is this: the Graves video featured above is a best case scenario. It's a video of a good racer, riding cool trails, with good camera work... but it's still almost unwatchable. I was halfway asleep before they showed Graves doing anything remotely creative and cool. Up until the 3:30 mark it was just "dude riding main lines set to slow music and epic b-roll."
Obviously the video is going to getting crazy amounts of views and likes and faves and comments, but I only finished watching it out of a sense of duty and borderline curiosity.
And it's not the rider's fault, either. My complaints are 100% directed at the people in the editing booth. You could take exactly the same footage AND b-roll, and with a different soundtrack and maybe some clips of the rider acting like a normal human being you could have an interesting video that at least remotely resembles an actual mountain bike experience.
Stop making these videos, mountain bike industry. Please make it stop.