Short answer:
2014.
Longer answer:
American brands in particular - Market research.
Desire for larger customer base. IE Wimmens. No more mechanical butt crack, tit posters or patronising - or it's hard work attracting around 50% of humans to your product.
The quest for buyer loyalty and repeat business - to provide beyond the bike. Social occasions, riding club, pleasant lounge for service while you wait. A place to ride to or start from - and hang with like-minded individuals.
To build relationships with customers.
Personally - I don't have full buy in. Generally prefer riding alone or in small groups if it's not for a gig.
But I certainly understand the attraction of the whole shindig. I have friends that are full noise on it and it brings them much joy. I go and take photos and report on the parties and events and there are a lot of people enjoying themselves. I enjoy myself.
I have other mates that are 100% down on the whole thing. They don't have any real logic behind the hatin' - fashion sense seems to be the main bug-bear.
Anyway, I'm currently in lust with this:
Bookmarks