>> maintain some level of underdog cachet > ??????? They were clear underdogs in the 90s, and it's maybe only in the last decade or so that they've been in do

>> maintain some level of underdog cachet > ??????? They were clear underdogs in the 90s, and it's maybe only in the last decade or so that they've been in dominant mega-corp territory. I'm sure a lot of people still carry associations from that older time that haven't been completely extinguished.