Everything in moderation

I was in a department store the other day (an "anchor store" of the mall complex, as my companion charmingly put it), and on the map of the store was a large section called "Moderate Sportswear". Gosh, I thought, I wonder where they put the immoderate sportswear?

Presumably "moderate sports" is some kind of riposte to "extreme sports". Have extreme sports become so mainstream now that they are assumed to be the norm, and everything else must be labelled to distinguish it?