I still wish that vendors coming on board the site had been accompanied by a rule barring counter battery fire. They could participate conversationally as part of the community just like everyone else. But the back and forth between them to sell, steal a sale, dismiss or dispute each other or generally try to elevate or define their interests and intents at the expense of another wouldn't be allowed in the mix.
It's not as bad as it used to be but there was a long stretch (too long) where if someone even mentioned the word head (even if just saying they had to take a crap) that two to four vendors were all over the thread saying how their radial gas flow diputation volumetric efficiency designs were more harrowing and better than the other guys angled flow pattern valve guide seal versus someone else's special gain from wobble flow effected high gas rate flow motion to help keep pipe temps cool. Or one vendor would mention a job and another would immediately jump in the middle of the thread with something he did (or maybe didn't, but it sounded good) that seemed just a little bit better.
Cole here has been discussed before. He's even discussed himself that, at times, he's had the unfortunate habit of being too willing to jump in, chide or even ridicule (vendors or members) to protect his brand. And he got a hell of a lot better about it for quite some time. But, as with us all, there are no doubt some who push his proverbial buttons more than others. Perhaps Fuel Moto is just that for him.
I'll still go back to an old standard though. Steve may be brilliant at what he does. I've used his product (friend's purchases on their own bikes) first hand and can testify to its ability if one is willing to put in the time to get familiar with it. But I also have to measure the support and reactions I might expect as a customer in need when considering a vendor who finds it (psychologically, economically, product brandingly) necessary to defend himself perhaps too regularly in online arenas versus another who is confident enough to stay above the fray and let his goods or his work simply speak for themselves.
Our community is large enough and talented enough (even by laymen's standards) to sort through what works well and what does not; and report accordingly from the bleacher seats. If we need support so be it; support. But too overt sales, self-defense in the form of adversarial sales discussions or self-defense between vendors, or, worse, diminishing or demeaning regular site members because the vendor doesn't like what they report are all things I personally wish had never found their way here.