Specialized Bicycle Components, Inc. (SBC) caters to the cycling enthusiast. The company uses social media in a variety of ways, seeking to engage riders interested in various aspects of biking. This video explains SBC's philosophy for social media use, and offers several examples.

SBC is effectively using social media to strengthen their brand community but has made a conscious decision not to offer their bicycles via their websites or other digital channels.  Do you agree with this strategy?  Why or why not?