I enjoy Dirk's thoughtful and intelligent posts.
Fewer people out there question what they read; most just lap it up. Dirk is an example of someone who's questioning. Stuart seems upset because he's asking these questions.
Questioning what you read is a healthy practice everywhere. BP press releases, NSMB articles, Globe and Mail op-eds.
I've always bought parts based on fit and functionality, not hype and image, which seems to run the mountain bike industry. I remember when the 5th element was released, a number of friends rushed out to buy one, and when I asked them why they wanted one, they couldn't answer, they just believed that it was better, they didn't have a clue what all the settings and features were, and a poorly set up 5th is a horrible shock.
I still see so many things like this today, people bashing/hyping product that they know next to nothing about, but it's considered un/cool.
Further to the hype, forks have become seemingly unreliable lately, it's hard to say whether it's because there is a much larger userbase that is much more connected to other users or not, but either way, it could be because of an increase in demand for features on a fork. I know people who want the highest end fork/shock out there, yet don't understand what the features can do or even rudimentary setup.
In an advert, I would love to see scientific data over why something is the best in class, not just a testimonial or blind statement that it is the best. If someone tells me that a fork is amazing, then I want to see data to back it up, and I want to test ride it before I buy it. It may be the best product for one person's riding style, it may not be for me.
This level of hype is what I believe is driving the 15mm axle. Everyone agrees that 9mm is lacking, but if XC riders don't want to ride a 20mm axle because of their perception of the standard, and the industry is bending over to it because they know it's an easier sell to give them their own standard.