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@Oswald
I'm with Ed on this point .. last year Sports Marketing Surveys found that 1 in 3 sportive riders in the UK were on Specialized, Trek or Giant bikes. The general populace is not concerned Lance road that brand or Specialized bully other brands. Signing up for Project 1 should have made the store more accessible to the 'loaded' banker and diversify it's market. We can only surmise this didn't as the brand was already to heavily associated with a niche market ..