LondonClassic
Retro Guru
Its the pantheon of emotional projection - raceface, surly, no fear etc. Slacker vibe, baggy shorts and vans, quite likely to be carrying a king size rizla and a clipper lighter. The opposite end of the cycling spectrum from Cervelo, Rapha and stupidly long socks. But...they are not cheap are they? I always baulked at the price tag. Very practical though.Similar tube and ride quality to a surly, but with more class and less "attitude".
I mean what does Surly mean?
Do you want a "Surly" bike??
Genesis Equilibrium? That brings a whole bunch of values with it. For old timers like me the brand name makes me think of Phil Collins, Jeremy Clarkson and prog rock.
Funny old game, marketing.