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I imagine they'd not be too fussed about pissing off Jones, but were more nervous of a new to market bike brand pissing off established bike community forum types by undercutting and ripping off a respected brand.
Fortunately the esteemed clientele of LUFGSS do not care for such things and just want BARGAINZ
Scrabble-
taking the piss out of jones is legit now:
amey
Their line in an email was around "the bike industry is a small world and we didn't want to piss anyone off". I get it, but its a shame to have 100+ sets of bars just taking up space when there's clearly an appetite for them.