I was referring specifically to their reasons for using custom lugs. According to them, one reason they use lugs they designed themselves (or someone designed for them) is so that decades from now the bikes can still be uniquely identified as Rivendells. I wish I could find the section on their site that talks about TIG welds vs. Lugs but that's pretty much what it says. It doesn't say anything about their lugs being better or even prettier than what can be found off the rack.

The message they're trying to convey is that you're buying something long lasting and "special" but to me it's about branding. I don't see my interpretation as a reading comprehension problem so much as being able to read between the lines.