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Probably because I bought the marketing hype:
We start with a tough, durable no-nonsense road derailleur that works perfectly well for the road but then set about making it perfect for ‘cross. Derailleur is disassembled and chain tension spring is adjusted to provide 25% more force. This provides a big advantage in keeping the chain planted on your chaining when the course gets rough or mud build up might lift another bikes chain off the chainring. Next we pack the units with good quality grease from the folks at Phil Wood and lastly and most importantly we install quality pulleys.
Pulleys Matter We offer Shimano’s excellent Ultegra level pulleys just as a base point and two more better options – so you have to know we are serious about pulley quality to the overall derailleurs performance! The result is a derailleur dialed for ‘cross.
BURD = Blatantly Upgraded Rebranded Derailleur.
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deleted
Why the need for that derailleur?