And lets not even get started with the court cases SC are throwing around. Now that they're big enough, they're trying to shit all over the smaller collection of boutique brands that they once belonged to.
Cripes, you'd best avoid spesh then. Some of their corporate behaviour is eye opening.
You can but into brand image if you want. I just buy a bike generally. The only people who stereotype you by what bike you ride are generally knobs anyway. Having owned Intense, Turner and Santa Cruz (amongst others); the porsche/lamborghini comparison is a bit bollocks (sorry obelix).