BD and State are completely different companies, and they focus on completely different areas of the market.

One company is selling a lifestyle of originality and free-spirited bro-hugging on the beach while sipping High Life and wearing tank tops. The other company sells bicycles over the internet.

I'm not going to argue the merits of either business model, but I can certainly tell you which one offers more value for my money. I can also tell you that both companies have obviously stood out as market leaders by focusing on what's important to them. It's really just a question of where the purchaser derives the most value: bro-hugs or bicycles.