I don’t really have any issues with them selling a cycling lifestyle; I’ve just not seen such a polished web site about the Ikea-fication of bike stuff before. As far as being pretentious, you should check-out the BF Road Forum some time. I like the idea of demystifying and humanizing cycling for the masses; the good news is that it will increase the value of old bikes, the bad news is that it will increase the value of old bikes.