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It was built for the Concours de Machines IIRC. It's not like they have paid for it.
Now, don't get me wrong, I think a lot of the stuff on that bike is dumb, but it's from a company with a very rich history and a real know-how. They've always build good bikes but now they're trying to catch-up with trends and to open up to a more diverse market. Rather clumsily in that occasion.
Lolo
But who are they showing it to? Pro team adventure riding touring racers? Don’t they know Lachlan Morton already gets his bikes for free?