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I blame Lance...
When cycling was a fringe sport (even more than today) in the eighties, Serotta was a name with some serious juice in a small market. Dopemania ensues, some of the eighties little guys tie a rope to that rocket and, well, they are what they are today...big, successful companies that buy most of their stuff from other people who actually make the frames.
Maybe the Serotta framebuilding model is dead? I don't know. Solo builders are still going, IF seems OK along with Moots, Seven. Once we went from leather hairnets and downtube shifters to personal power meters and colorways we lost something, in my opinion.
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