Trek and Lemond - a question from the diaspora

[tdh]

I am American (50% to be precise) but grew up in Europe and lived only a few years in the US (NYC). One of the things that always struck me as odd on this American dominated forum was that a lot of members still ride, collect and proudly write about their trek bikes and frames. To me Greg Lemond certainly is the greatest American rider and sits right next to Merckx and Coppi. Once I learned about how John Burke treated Greg Lemond, trek became instantly a company I wanted nothing to do with. Despite the recent documentary and the much watched roadman podcast interview I can't really see the love for and solidarity with Greg Lemond. To me the man is not only a cycling marvel but the quintessential American comeback kid and, judging from the interviews I have seen, a true mensch. I am really trying to understand from a cycling culture perspective the ongoing support for trek. Or am I missing something here...