It's a hard lesson, but you can't buy 'cool' or a 'lifestyle'.
I loved everything about Sydney shop Deus Ex Machina when they opened; it was like an art gallery that featured bikes. But then their teeshirts started appearing on the backs of the kind of 'media' people who probably have their own Gaggia coffee makers, and bikes like this started appearing in their ads.
Who's buying these machines? The only local guys I know building 'bobbers' (yeah, Deus think it's a bobber!) are doing it for a fifth of the cost. My ripoff antennae are twitching again.