A long but a fascinating read. I'm old enough to remember dreaming of owning a Schwinn 10-speed as a kid. The dream never materialized as by the time I had the means it was a whole new world. A plethora of options and bike types ruled the roost and I had completely forgotten about Schwinn as a brand. Perhaps the best TL;DR for the article is the line credited to the Specialized founder(s): "Innovate or die".