The more I think about it, the more I tend to form the opinion that Diamondback just wants to expand its customer base buy presenting a wider variety of higher quality bicycles to their online customers. If you look at their Dick's Sporting Goods website, they look a heck a lot like Performance, Nashbar, and Bikesdirect, all melded together.

What better way to do that than to get world cyclists to recognize them as a premier racing road bike company with state-of-the-art CF design and to constantly advertise new bikes possessing such hi tech features and making them available online, via Dicks Sporting Goods. Of course, once your attention is focused upon all of their online bicycles and products, you suddenly realize that the Diamondback bicycle company makes many more bikes, than just the run of the mill big box store outlet bike. Diamondback, makes a complete range bicycles, not too unlike the likes of Nashbar, Performance, and Bikesdirect!