When I know I usually think Bicycling Magazine is wrong or at worst an industry pitch tool. The fluff rarely speaks about how whatever it is they have sold you will be riding in a year from now. They don't trumpet frequent recalls from companies, or the lack of reliability in having a bicycle assembled in china or taiwan by someone you can't look in the face and ask, "Did you tighten down that bottom bracket cup?" NOT that they are incapable of putting it together, I am a china trade-aholic, I just think it is important to be closer to your production so you know who you're building for - to see people on the street and know that if you didn't spec the handlebars correctly, or care about the stem you use, they might lose their teeth when it breaks, and you will see them afterwards. I care about quality for cost cause I can't afford not to - have never been able to afford not to as a consumer. I don't care about names - I care how much they pack in for the penny. I like to think I value labor, a tradesman with attention to detail, a mechanic who cares about the people he's building or repaiiring for, but I pay my guys for shit. So you know you're getting value there. Bottom line, if you ask me which is better - blahblah's funfernickle or gogiee's funfernickle, I might tell you the buzz you've already heard, or I might tell you honestly I don't know cause I haven't ridden it for a year, or I might tell you you're a sucker. But don't worry, I got great employee's who take the time to ride, take the time to know, and they love to talk.