Just learned Fezzari rebranded as Ari. For their entire existence, every time a site (eg pinkbike) posted a review, the comments would avalanche with ‘name sounds cheap, like a fake Ferrari’ comments and Fezzari would pretend that this was ‘the first time’ they’d heard that comment and get REAL defensive. The actual performance of the bike would get overlooked as everyone debated the impact of a brand name on resale.
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