Having just bought a Transition (Smuggler) it’s hard to take the “we do things differently” claim too seriously. Rider Owned? Check. Far East manufacture? Check. Horst Link? Check. Monarch Debonair shock? Check. Even the bracing from the seat tube to the top tube looks remarkably similar.
Not that I’ve got any problem with that. I obviously like Transition as I’ve just bought one and a UK based company doing something similar sounds good to me. It also ticks a lot of boxes for me; threaded BB, good geometry, good price.
Some more interesting colours would be nice. I’m not sure why outfits like this don’t get the bikes shipped with just a primer coat then get them finished in the UK. That way they could offer a range of colours. I guess it would add a bit to the cost, but in a market where most bikes are pretty damn good it does often come down to something as seemingly trivial as the colour.