I agree BD's marketing is misleading and I understand why they started out the way they did but BD is an established brand now and they would be better off using their own name on all the bikes (although their name is stupid). But I think of them as similar to Planet X (who have a much cooler name). What BD should really do is sell Bikesdirect brand bikes but have all unbranded frames. I think their customer base doesn't care about the name on the frame and there is a whole other customer base that doesn't want to ride one because of stigma that would ride an unbranded bike