I found Buell from watching Jamie O Brian, and imho this company has stayed true to the regualr joe sufer, the quality and price have been consistent and fair, i dont feel riped off. In addition I like the design and style of the clothes and other items i have been able to purchase from Buell. I have not dug into the depth of who or what Buell stands for, for me Buell means a company that cares enough about us the regular joe's giving us the best equipment (I love the wetsuits) at fair prices to keep us in the water as much as possible and I thank you Buell!! keep it up!