You can dig beneath the hype and mine a lot of good stuff. Or, you can simply dismiss the hype and gain nothing whatsoever.
(Don't equate "Ernesto" hype with "Italian bike hype" - they're different by orders of magnitude.)
A lot of that "solo craftsman alone in his workshop" hype is an American myth that Italian producers simply taped in to. Stradivari wasn't the only guy to make his violins, either, but the "lone genius" image is a powerful one that folks are predisposed to buy into.