Originally Posted by Happy Feet

Having just come from a bike show I'm kinda glad companies like Riv exist simply for offering an alternative to the same ol same ol each other manufacturer doles out with slightly different paint schemes and decals.

Riv seems to suggest just loving your bike as being unique (rather than trying to make it the same as everyone else's but with unique to you bar tape) and to invest in it as a long term riding partner. Better than the 3- 5 year cycle of new tech making the by then old tech seem obsolete, less than and unattractive.