In Austin amongst the casual cyclists yes but I contribute this to the "Lance effect". I have had people tell me he is the reason they got one. Plus one of our biggest local shops sells mostly Trek and Specialized. I see mostly Specialized, Cannondale and Orbea at the races for road but I do go to very few of those. I would say I notice more people racing the SuperSix and Roubaix than a Madone. For mountain it is a mixed bag, a lot of Specialized, Santa Cruz, Titus and boutique brands but yes Trek too. We have a vibrant Tri scene and I see most of those people on Cannondale, Cervelo and the Tri-specific brands like Quintana Roo.