I kind of get the impression that you can do a vast amount of engineering and design and market research and then go get the resulting bike made in Taiwan or China to your specifications. Or you can do zero of that, tell the same factories "I'd like 10,000 of a nice road bike with "StephenBike" on the headbadge", and they'll work out all the details. So when you get some of these companies like Schwinn, where they're obviously not high-end designers, I'm not so sure that they design anything at all.