Yes silly you. The big brands are pretty much casting pearls before swine, they don't mind, they are selling bikes. I don't mind, because there are some cracking second hand bikes at bargain prices, as soon as the people buying their expensive sticker sets, realise that cycling isn't actually as easy / cheap as they were led to believe, and that fishing is a far easier and cheaper option. People with a bit of imagination/ sense, who are starting out with cycling, realise that a lot of bikes are made by the big name bike manufacturers, for 'retail park' bike suppliers, and that they can get the same bike, often with better bits on it, minus the stickers, for a much lower price, and therefore, if they decide that cycling isn't for them after all ( and it isn't everybody's cup of tea, unfortunately), they don't waste quite so much money, because the price they get for their (lightly) used bike, is closer to what they paid for it.