Sorry, but I'm not going to jump on the "serves 'em right" bandwagon and lambaste them for attempting to enter a highly competitive market with a unique entry. They've sold bikes that are expensive when compared to similar products from other companies for years, and had comparable motorcycle models (Husqvarna, Husaberg, KTM, ATK, recently VOR) to base their launch on. Did they make a huge mistake starting with a new from scratch engine? Probably, but they did need something to set them apart from the others. There were rumors of alternate suspensions--maybe they should have done that first and followed up with a proprietary engine at some other point. Heck, even comparative giants like BMW and Aprilia outsourced one engine or another... But from what I read, maybe pure marketing hype, they really seemed to be into it for all the right reasons... like they have been with bikes all along. FWIW, I think they had a better chance and took a better shot than the E-H debacle or any of the harley clone companies, and if SuperMotard takes off, they might even rue the day they sold the motorsports division, their SM bike being compared very favorably to many others in the field.