From a marketing point of view, Deus Ex Machina did a good job at packaging the custom bike and surf culture. Its consistent and attractive branding made it accessible to the mass. Did that bring a few douchebags and phonies in the mix, it surely did. It always does with this type of things. I doubt their flagship stores are the destinations of choice for bikers and surfers, nor that I think it was the intention of the company. Which would explain clearly the annoyance of life long riders, that’s understandable. I simply appreciate it for what it has offer; cool looking customs bike, nice art and decent coffee.