Market dominant players can buy good reviews which reinforce their market dominant position. Its basically cheating. American companies do it more than anyone else. They also rig the pricing.
Fanbois are a specialized wet dream. Not only do they hand over money without question they then go around the internet reinforcing their own purchase insecurity by actively promoting it. Coming up with excuses for poor spec poor reliability or just refusing to see the bikes faults. Resulting in the company putting up prices each year and lowering the spec as low as they can get away with. Whilst nobody criticises them in the media the uninformed keep paying up to £12500 for a bike which comes with plenty of shortcomings you dont find out until the next model comes out.
There are 2 S works Levos traded in selling for £3k in the LBS which are not selling. The money they have lost you could lease a bmw 5 series over the same time. That is crazy. Bunch of mass produced chinese made parts. The only bit they design is the frame!
You could say the same for YT, who are the kings of marketing in the mtb world, how many people buy a YT, simply because it is a YT?

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I mean why would you buy a direct sales bike from Germany, with little UK back up, that has a bespoke battery which cant be serviced at a Shimano Service centre, has historical problems with the E-13 components on it, requires a crappy bespoke water bottle, several threads on here and other forums about poor customer service, and a motor system that is due to be replaced in a few months? Hell its hasn't even got that many great reviews in the press . . .
Of course I am pulling your leg, but none of these bikes are perfect, I have had two motor issues with my Shimano bikes, one took two months to sort out, the other a week.
Personally I dont think the Specilized is alone in being overpriced, in fact I dont even think they are the worst offenders, the latest Merida's are a joke price wise for spec (and they happen to own Specilized), the Pivots are truly taking the piss, top end Monrakers, etc etc and we are now seeing a lot of bikes for 10k that there is no real world reason to consider in terms of specification and value.
Anyway this Forum was set up to help people learn about EMTB's, connect and get out and ride togheter, not slag off each others bikes, Pinkbike is available for that sort of dicscussion, and I would also remind you that we have plenty of female members who shred, including members of the EMTB Forums race team who happened to win the overall title in the women's category last year at Pedalhounds, so you might want to think again about the comment you made regarding the SL.