The headlands is brand new though so that's probably why it's not that common. Also the popular brands around here are from the big three (S, Trek, Giant) which is what most people buy. I personally think the best gravel bikes in terms of comfort and capability are coming from the MTB brands (Marin, Santa Cruz, Ibis, Kona, etc.)
I just built a Kona Libre and it is one fantastic bike. Geometry is on the money and it's built beefy.