Just normal progression of empire. Trek started as a plucky WI company making steel frames with an interesting story about starting in a barn. People like to identify with that sort of quirkiness and project a lot of personality onto such companies. Now, it is the same old same old, MBA, behemoth making just about the same thing as everyone else. This doesn't mean I wouldn't buy a Trek the same way I wouldn't buy Nike or shop at Target, but, it has to be a good value. For such reasons, I probably wouldn't buy a Trek or Nike...usually there is better value elsewhere as my purchase dollar. I'd rather keep some of that money in my pocket. Lance, Tiger, or M.J. do well enough without getting a cut of my purchase.