perhaps it is an attempt to deceive on their part, but for me, and i suspect for the VAST majority of americans, names like "motobecane", "mercier", and "windsor" are pretty meaningless to begin with. before i bought my BD.com bike, i wouldn't have been able to tell you what the name "motobecane" meant, and the name had no influence one way or the other on my decision. my decision process was more along the lines of - titanium? ........ ultegra? ......... 2,000 bucks? ........ HOLY CRAP, I'M IN!