A great deal of it is up to us.
Any manufacturer in the world, whether it's cars, bike, computers, etc. is greatly influenced by their consumers. The same thing goes for how the product from that manufacturer is viewed by the other potential consumers of that product. Yes, a lot of it is also marketting, product quality, and customer service, but over time it is consumer loyalty that allows a company like Diamondback to grow and give such an outstanding product that allows us to show off to people riding bikes that are worth twice as much money. So, ultimately, if Diamondback shows up on podiums for local amateur races, if Diamondback is seen under an outstanding rider, and if Diamondback is seen being under a rider who can not stop grinning because of how the bike performs then Diamondback will be viewed differently by others. I know that there's a ton of other factors that influence issues such as what this thread is about, but I'm a pretty good believer that the same way that Diamondback empowers us to be able to ride trails with a bike that costs half as much $$ at the store, and yet performs just as well as a high end bike, we too empower Diamondback. Our support of their product allows them to grow and be viewed differently by other potential consumers of their product.
Just my two cents on the subject...