It wasn't the shop that I bought both of my bikes from that we were going to use for the Serottas. It's a shop in a neighboring town that sells Serottas and a weird mix of townie and commuter bikes. It was started by former Serotta employees, I think. Our son's Serotta came from one of the largest shops in the area, but I don't think they sell them anymore. His was not custom, though.
Funny, I don't get upset about scratches on my bikes. My Kuota has a few from crashes or getting shoved into the back of my last car. They aren't highly visible, but I just figure it's wear and tear.
However, I did just buy a station wagon so the Guru fits nicely in the back.