Not to hijack the thread (which means I'm about to..), but when you've bought a couple of $2K bikes, they tend to remember you.

When I was big into Scuba diving, I used to hang out in the shop (small one, only a couple of employees) quite often. I was passionate about diving and people knew it. The shop didn't care; but because I was loosely associated with them, when people who knew me wanted to dive, they went there. That guy made more money from the referrals I gave him than he would have ever made on the air fills he 'forgot' to charge me for.

Perhaps the shop crx7 frequents realizes that he's active in the cycling community and a pretty decent wrench on his own, and maybe they want his friends and acquaintances to associate their shop with 'the place the bike guy goes when he has a problem'.