For what its worth, and from a marketing point of view, the name "Trek" was a really bad choice. I know a couple of people who would never buy the bike just because they don't want that particular word all over thier expensive new bike. Yes, I know thats a cosmetic thing, and you could even remove the name decals, but most buyers don't do that. I know I dislike the name too. It just conjures up backpacking or hiking or whatever. Not that thats bad at all, its just bad for a $5000 ROAD BIKE!!

Dave