In large measure, Trek's a victim of their own success. You see Trek bikes everywhere. Thus, they lose some cache to a group of enthusiasts.
To paraphrase Caloso, paraphrasing Yogi Berra, No one buys Treks, they're too popular.
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You could fall off a cliff and die.
You could get lost and die.
You could hit a tree and die.
OR YOU COULD STAY HOME AND FALL OFF THE COUCH AND DIE.