I haven't taken the survey because when I buy a bike I focus on alot of different things first before even looking at the brand name. Bike fit/geometry (huge one for me since I'm short), handlebar positioning, gear ratios (so I can climb steep hills), disc brakes vs. v-brakes, bike weight, etc.

I can only guess why personality branding and purchasing patterns is even being conceived here: there are some folks who buy stuff because a famous movie star/athlete makes it cool for the item they are using/wearing.