Pure gold, just like 'the Mayfair'! Did you read the biogs? To paraphrase: DimDim (no, really!!!) didn't get a degree, Mikie worked in a shop..... Perfectly qualified! I'm particularly impressed by the amazing differential in their extensive range of models, errr, the colour.
Apparently it's possible to be both loud and bland: http://londonbikecartel.co.uk