In this vast system called Capitalism there are companies who choose to sell a bland commodity and those who package their bland commodity with "a narrative" - which is about as cynical as you can get. Surly doesn't give a &$#% about either, and you can tell because so few brands have so much swearing on their website. You could credit Surly for launching the single-speed phenomena, the fat bike phenomena, the cyclocross phenomena and the touring bike phenomena. And how did they do this? By innovating, by tinkering and most of all, by riding. Take the Long Haul Trucker, it's the only touring bike out there with true long-distance geometry and a selection of parts that embodies the wisdom of the open road.