I enjoy the website. The blog is pretty funny, too. I don't think it's that they don't need to sell people on their products. I think it is a niche market but there is plenty of competition from other steel bike makers. All in all, Surly has fun "marketing" and I am satisfied with my CC.

edit: after a few posts on this subforum, I realized I am inadvertently advertising for Surly. Surly is for my CC, Laika is from what I've named it, Laika Pilgrim. Oh well...I like their bikes.