When I went to get my first "real" bike (i.e., one that didn't come from Western Auto or Sears) my Dad took me to Dallas to a real bike shop. While I was browsing one of the shop guys was showing my dad his bike, and my dad was oohing and aahing. After we settled on a Univega 12 speed (ha! 12 speeds! All those guys at school with 10 speeds will be jealous) and left, I asked my dad why that guy had his name plastered on his bike. He was confused and I said something like "Isn't his name Bruce Gordon?"
That was the day I learned you could have a bike custom made for you....