Sorry, but being in law, I have to correct this: you mean "du jour."

As far as the content of this thread, I'd say the simple point--which others have pointed to--is that Rivendell's target demographic is probably people who ogle classic-looking bicycle stuff and who also are basically higher end consumers. Some people like older or more "classic" looks, but that doesn't mean they have any interest in first learning to tear an old bike down and re-build it from scratch. They still just want something ready-made and swanky. I think it's easy to think that anyone who likes the look of steel frames and ornate lugs is someone who appreciates older things and can appreciate the project a real vintage thing might represent, but that's not right. Some people are just looking for the aesthetic, but also want a shiny, new bike.

I've ordered a few small things from Rivendell--some gloves, a few tools, etc. I always think they're a bit overpriced, and I also find their verbose marketing on their website annoying and pretentious. Mainly, since I live on the East Coast, I think they're shipping takes too long for whatever it is I want to order, and since their prices aren't so amazing, I look elsewhere.

I agree with the sentiment that their frames are way overpriced for where they're coming from and who's making them. I've also seen a few Atlantis's on the streets and thought the bikes themselves were overdone and unnecessarily baroque. I think the whole "elfin" aesthetic is a little weird in a Northern California, Dungeons&Dragons way (and I grew up playing D&D in the Bay Area). Their clothes are freakin' hideous, but I think they give you an exact idea of just who their target demographic is--my dad if he were in shape and into things like bicycles.