In a technical sense using "Rivendell" on customs seems perfectly 
appropriate to me. For the production bikes, there's a name given to the 
production model that helps the customers categorize the bikes according to 
characteristics that distinguish one from another. There are fundamental 
ways that a Hillborne is distinct from the Hunqapillar that are consistent 
and functional and aesthetic. So that name is useful is identifying the 
nature of the bike.

For the custom bikes, the only thing they are asserted to have in common is 
that they were designed by (or at least in conjunction with) RBW. Perhaps 
lots of them share certain characteristics that might group them into 
families. But I imagine if that's true that it's heavily an "effect" of the 
customization process (i.e. similarities of the customers desires per se) 
and not so heavily the cause of any given bike's nature. With the variation 
that probably exists among of the custom frames they've produced, 
"Rivendell" may be the most specific "brand" that's reasonable.

Yours,
Thomas Lynn Skean

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