Maybe I'm wrong, but I don't place any negative connotations on having a "schtick"; i see that as a necessary aspect of being in business, selling things. As for the admittedly disparaging term "insipid", I applied that to the goofy names they give to existing Nitto products. To be honest, I think the whole Tolkien/Dungeons n Dragons-themed stuff is a bit tough to swallow, too... But, overall, I admire what GP has done for the cycling community. I just don't want to revere him as some sort of bicycling God. (Some other insipid stuff? The "Bosco" bars with the integrated stem... the diagatube on the Hunq. The sale of artisanal axes, although I get it that they promote bike-camping, which could arguable open up more markets for them, so bless 'em for trying...)

As for Rivendell being the "biggest"; I'm not so sure about that. Surly makes steel all-rounders, and they're available at every shop that uses QBP, plus all over the interwebs. Surly bikes tend to have all the practical features of the Riv bikes, but none of the aesthetics. Clearly, they're going after a different crowd in terms of style/culture, but still ppl who want to ride for riding's sake.

Also, at this point, more and more "big name" manufacturers are offering steel road/tourish bikes with clearance, cantis, fender/rack eyelets, etc. (To be fair, one might argue that this would't be the case without GP/Riv...) Some (Bianchi, Jamis, Trek...) had never stopped, even if these makers limited such bikes to a single model. I bet that if you got your 30 year-old bike repainted with a contrasting headtube and panels, and if your components are still shiny & nice, most ppl would think it's as cool as a Riv.... The nicest Riv bikes look just like high-end bikes from the 70s and 80s, but with a shiny new finish... and 135mm rear ends.

In closing, you can get a Mercian or a Bob Jackson for the same money as a Riv, and you can even choose from a bunch of colors, rather than just one....

PS- I think my gripe is less with GP himself, and more with ppl who seem to think he invented upright bars, fenders and fat tires. Most of the products are nice, as is the philosophy behind them. I once had the pleasure of tuning up a Toyo-built Atlantis, and it was an extremely nice frame with an appealing build. I think the world is a better place for having GP and his company in it. I just don't think he deserves the sort of exalted status he's achieved in some circles.