For those that are wondering, manufacturers extend a discount to employees of shops that sell their products. These discounts are usually well below what the shop pays for the bikes. Employees usually only get one or two per year in their size at this discount.

It's a smooth move on the part of the bike manufacturer. Here's why?

Customer: I'm looking for a mountain bike.
Employee: Well, we carry Trek, Gary Fisher, Klein, Santa Cruz, Cannondale, Bianchi...
Customer: ??? Wow. That's a lot. I only have around $800 for this. So, what does that get me?
Employee: Let's see. We have about 15 different models for $800 or less.
Customer: ??? Um...what kind of bike do you have?
Employee: I ride a Trek 6000
Customer [Thinks]: This guy knows a lot about bikes and that's what he rides. That bike must be very good.
Customer: I'll take one, too!