I lived and breathed snowboarding for 2 decades of my life, and there are a lot of parallels between Burton and Specilized - good comparison
@Al Boneta
I can sum up my thoughts on both companies like this:
They have done great things for their respective industries, and consistently make some of the best product out there, as well as at times coming out with innovations that move the industry as a whole forward, whilst also at time coming up with proprietary systems that go a step to far. If you are stuck on making a choice, going with one of their products is quite often the safe choice in the sense that you know it will be good.
On the flip side their ubiquity and dominance of respective industries can lead to the frustration of other products being ignored or looked over because people assume a Specilized or Burton product is going to be the best, simply because of the brand. The adoption of both brands as the go to product by weekend warriors/millionaire dentists etc also riles up the core crowd, meaning that when the brands come up with game changing products, they often get sneered at and not appreciated for what they are.
The reality is that both companies have given huge amount to the development of their respective sports (and them being sports or not is a whole other argument), love or hate the Levo it has pushed forward the level of EMTB development, because irrespective of if they are good to ride or not, the Levo shows what can be done with an EMTB.
They are also not afraid to go against prevailing thought and trends - e.g Burton have resurrected the step in binding in snowboarding, long thought of as the most uncool product ever, and the preserve of the rental board. They acknowledged that strapping yourself onto your board may work, but its not the ideal solution, and having another look at viable step-in systems, and putting a lot of money into it despite seeming an unmarketable product, was worth doing as they thought they could come up with something that is a game changer, and although its early days their new system is that.
Same could be said of Specialized with the Levo, where they have taken a product derided by the core, not seen as cool, taken a risk, and changed peoples perceptions of what an emtb is. The kenevo and levo are "cool bikes" and you wouldn't have said that about any emtb a few years back.
You could easily argue that a lot of people (me included) only really started looking at emtb's after the introduction of the Levo, and although many end up buying other bikes, the Levo is the poster boy for the industry.
With snowboarding i always remember these decals that Libtech did years back, amazed there isnt a MTB equivalent out there