1. surly is the little guy. people like to root for the little guy.
2. surly builds their frames like how if i said 'quick, in one minute tell me what do you want this frame to have to be perfect'
3. surlys are not trend machines. or gimmicky. they are just bikes.
4. surlys pre-built completes are entry level-ish for the budget minded or the noob. if you are enough of a bike nerd and want to spec it yourself, buy a frame/fork. i will one day.