i think Bike Friday builds some of the best bikes on the planet. but, yes. the website sucks. it's the web equivalent of a xeroxed catalog held together with a paperclip. personally, i think its a conscious conceit. a sort of Paul Bunyon anti-aesthetic. think about it- the marker font logo.. the goofy powder coat colors.. picture big beardy no nonsense oregonians welding cromo tubes. "assthetics? No, ma'am. we don't know nothin' 'bout that 'round here. ya see, we're just too busy building the best darn bike you've ever ridden to worry about pretty trifles like 'information architecture' and what not."