Look, I mean, I totally agree with you, but we're living in this system, and I'm terrified of the what happened to the bookstore industry happening to the local

Look, I mean, I totally agree with you, but we're living in this system, and I'm terrified of the what happened to the bookstore industry happening to the local bike shop industry. You look at the towns that still have quality book stores. You have a few cities that have thriving bookstores: Boston (likely because of students) and SF (likely because of cultural nostalgia and real estate laws, but these are now failing). You then have the consolidation model, where cities have one good bookstore that can compete against amazon: NYC (The Strand), Austin (Bookpeople), Portland (Powell's). My point is that i would rather the cities follow this consolidation model than fail. You have one, trusted brand within the town, whose entire business model is built on quality and trust, because all parties know there's a cheaper alternative. This is where performance bikes failed, as they sacrificed quality service for price competitiveness. I was actively advising my friends to avoid their mechanics like the plague. The Trek shop seems to be moving in the other direction, as a boutique, with reasonably trusted service, so long as your using their products and, like apple, the added cost premium they charge. This is not idealism, this is a practical model based on what is honestly a sense of fatalism. The automobile system we have is a path-dependent clusterfuck, and we have to be, not just willing, but be happy to take less than ideal outcomes to fight for real alternatives.