From a shop owner's standpoint, it makes sense to buy more from fewer vendors in order to reduce shipping costs. Trek is very easy to deal with, and unlike in the old days when I spent all day on the phone trying to find cool bike parts, now I can do everything including pay the bills at my convenience.

Since enthusiasts shop mainly online, and the people who really support shops these days want top notch warranty service and good solid products, buying mainstream products like what Trek and others like them sell is a no-brainer.

It comes down to the fact that when you are in a business where the shop owner gets to keep about $.03 on the dollar, you look for ways to save a buck or two...