Big company, easy target. Same reason the movie "Super Size Me" focused on McDonald's-they're the biggest.

I baught my 5000 last year cause of lance, i wanted a good comfortable(carbon) competetive bike without thinking to much and figured "if it's good enough for lance". I wasn't dissapointed, the bike was pretty solid, it was used and a 04 model, but it did the job until i got hit by a car. Trek's marketing worked, i felt alot safer purchasing a well known bike, rather then doing weeks of research and trying to find something cheaper that would have also sufficed

My cannondale r1000 has bontrager x-lite aero wheels, i consider them an upgrade over ksyrium elite's, and i wanted to give them a try because i already had ksyrium elite's on my synapse. Oh, and the bonty's came with the powertap

The higher end bontrager stuff is pretty nice, especially since the OLCV carbon stuff has leaked over from trek. The bontrager's carbon wheel's are very nice, and seem like they're be more durable then a set of zipp's.