I have valid criticisms of rivendell, but as to S240 bike trips,

Grant is marketing the ethos its okay for people to set off for a casual overnight camping trip on their bicycle.

And that's a great thing.

What other bicycle company is doing that?

i'd like to propose an acronym. To address the growing in popularity of quite boozy overnight bike camping trips by tribes of fixie culture youth, I suggest the term D.O.O.B. - a drunk overnighter on bicycle!

D.O.O.B.