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@DFP
I dont think thats the reason, well not the root of it anyway. I think its more due to the fact that boardman never had bikes in the "classic steel" era which people get lustfully nostalgic about.
The graphics of the other brands originate in a more "stylish" era. they also have italian-ness about them.
People like nostalgia. Thats the only thing separating the unlabelled stuff from taiwan, and the stuff with Merckx, cinelli or Colnago written on it.
Boardman was also not riding his own bikes in his heyday. He was rolling on a high-tech lotus. Now if he had teamed up with Lotus, to make a Collab brand of bikes. People would lust after them a lot more.