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@hugo7
I think this is the major part. I remember reading lots of recommendations for the Edge forks and wheels on WW a while back. When I had a search at the time you only seemed to be able to buy them from the US website.
Also (and I may be wrong here) I thought it was their wheels, especially their carbon clinchers that made the brand so popular. The fact that they made one of the lightest forks (and an uber light version of that) which you could match to your bling rims then made them a popular WW choice.