Sometimes it is marketing hype or what the reps tell you. I know at the last place I worked there was a lot of that. I did and still do a lot of research into products and I can usually tell a good rep from a bad rep but a lot of these folks can't or just won't. There were tons of products that people came in pedaling that I thought were complete and utter crap (or a a few notches above that) and some stuff that really did catch my eye and make me want to buy it but if I knew of a better product we didn't sell I told them about it because I am about getting people quality stuff not just making money.

I know Trek has been hyping the 920 big time because they want their piece of the adventure/off road/touring pie. It is big money now because a lot of folks are into it and people are talking about it quite a bit. I have no doubt in my mind that if you work at a Trek store you will be talking it up heavily. I remember at one of the shops near me it was on display right as you walk in soon after it came out.