Check out http://climbaz.com/chouinard72/chouinard.html - every page of the catalog is scanned in and discussed.
On the site is an interview with Steve Grossman
'Another thing that really affected me ethically early on was the 1972 Chouinard climbing catalog. It made a strong push for clean climbing in terms of free protection and people relying less on hammered protection. It had a lot of affect on everybody pretty much in climbing at the time in a way that’s really unparalleled. It laid out the ethics of British rock climbing. You have a small island with a fairly finite amount of rock and a lot of heavy use. They really, in contrast to what was happening in the rest of Europe, developed a low impact ethic. It allowed their routes to see heavy traffic and minimal damage. The big push was toward that same kind of ethic.
