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@deleted
it's the backstreet image but big marketing reality.
for example brooklyn machine works make badass bikes in a dirty workshop in brooklyn their product is their image. the same could be said for mercian/bob jackson etc they make bikes in grim northern workshops, years of heritage, grey old men smoking woodbines using old tools, old calender on the wall with a big titted bird, dirty tea cups and last weeks racing post lying around but the bikes aren't shipped in by the crate load from taiwan, again the image comes from the product history/location, i don't think you can say that about surly.
as i said i'm not knocking surly it's just an observation about their brand image.