I respectfully disagree. The car I had in highschool certainly did not discourage me from wanting to drive a car. I KNEW there were better cars out there. If doubt most consumers think Walmart and Target have the same quality bikes as an LBS. I knew this was not the case when I was in the 4th grade and wanted a "real" dirt bike. People assign a certain ceiling or price cap on a certain item. Also not too long ago Target was running an ad for a $59 bike on TV. That only helps to lower that price cap.....