Originally Posted by TugaDude

I think the market is those that want a Rivendell frame for under a $thousand that can be configured for commuting, light touring or just knocking around town. If they are satisfied with a Linus, they wouldn't be upsold to a Rivendell.

Look at their website. It is folksy. Grant sells shaving soap, woolen clothing, axes and other stuff nobody would dream of buying at a bike store. Rivendell is marketing an image, a lifestye where going back to basics is lauded. If you (rhetorically speaking) don't see that, then you've missed the whole point.

So how does the bike fit that marketing niche? It is a way to get some lugs, some quality tubing and paint, utilitarian design with braze-ons galore, fender and wide tire clearance on a machine that says Rivendell. It is retro with accomodations for modern production and price-point.

Could you create your own "version" with a vintage MTB? Sure, and many have. But they aren't Rivendells. Why does there need to be any other point than that?