I totally remember this kid from when he was in screamo bands in Boulder. He appears to have foregone that career in favor of a more rustic temperament.

that isn't the word that came to my mind. not even close.

Quiznos and Radio Shack: two enterprises whose continued existences defy logic.

it's about fashion and practicality, really. no self-respecting cyclist is going to don a geeky-looking yellow vest that flaps about in the wind like a unsecured sail in a nor'easter. front and rear lights will do the job just as well, as will small strips of nearly invisible reflective tape on the bike, shoes, saddle, etc.

Pop the bubble.