I agree with your sentiments about 'propaganda', the bike industry always has to find a way to sell the new bike. In some ways that's totally fine as it advances the technology keeps bike shops open, and gives people jobs. But I also see that often, they return to older ideas and try to make them new again (gravel bikes are a good example as are the trends toward wider tires on road bikes). For me, this is just hobby, something I'm returning to after a 25 year hiatus. So I'm going to build the bikes I like, which are generally steel, fat tire (2.0-3.0) bikes that handle well at moderate speeds and some of which can carry a moderate load of stuff. First bike planned is a 26" wheeled gravel bike with cantis, so that folks can just say, "why don't you just ride a 90s mtb?"
Thanks to all who commented and for all your perspectives. I'll put some pics up once I am able.
Cheers,
Jon