Nah, it's because they've gotten away(for the most part) from hard-drinkin', hard-ridin' badasses and gone for the people who just wish they were. You really need to treat the wannabe's well, but most likely people who are new to motorcycles might be expecting much harsher treatment at the hands of the old hog riders, only to find that they're people just like everyone else.
Still, the majority of people who own HD are very loyal to their bike and dealer/service centers, while those who are just looking for the cheapest price might just switch bikes at the drop of a hat. That goes far in such surveys.
That's my story and I'm stickin' to it....