I agree, but I also think that it's great marketing and that's what a company like State is all about. I would argue they aren't very different from Leader who most people here have a different opinion of. Leader bikes may be better quality but both company website are just as much about high quality produced videos of strong riders riding their bikes and looking cool as much as they are about their bikes. They are selling a lifestyle more then a bike and they seem to be doing a great job of that so I have to commend them. And at least they are trying to add some higher end models for their customers to move up to since most of the customers are probably new to bikes, new to fixed gear/track bikes and maybe never owned a bike in their lives.