It’s a risky strategy, however, and one that could easily backfire. Erik Buell’s act of filicide-by-crusher will likely only alienate or outrage current Blast owners. No matter how compromised the final product, the Blast still carried Buell’s name on the tank, and sold for real money to real customers—most of whom, regardless of experience or expectations, remain loyal and enthusiastic about their chosen machine. How will these owners respond to being publicly mocked by the bike’s creator via viral video? For a company like Buell that was carried through so many tough times (remember those endless product recalls?) largely on customer loyalty, turning its back on its own buyers could be a risky strategy indeed.