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Smaller bike companies can offer something that most big brands don't. That is outstanding customer service and direct communication with the owner/designer(s). I started riding Knolly bikes 6 years ago primarily because of their great performance and thoughtful design, but almost as importantly because they are a small, local company that always pick up the phone and take the time to answer any questions I have. Having Noel actively participate in this and other bike forums means a lot to me, and I am happy to be supporting his company. This is a connection I could never have with a bike-name bike brand.
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