I own a Vaya. Love the bike.
I want to buy a Bucksaw this fall when it becomes available.
I don't consider myself a fanboy of any particular brand. I just look at the bikes themselves, how they're built and spec'd. I look at the company and how it handles itself and how it markets itself. Salsa builds nice bikes. I'm not gonna say they're appreciably nicer bikes than most other production brands, though. They are a little nicer than some. The Surly example is a good one - the steel in my Vaya is lighter and nicer than the steel on Surlys, and comes with a higher price tag. Both brands are owned by the same company, and occupy slightly different niches. They just have a little bit more prominent spot on my radar since I work for a shop that sells them.
I live in a part of the country that doesn't get huge exposure to lots of different brands. Especially the smaller "boutique" ones. As far as bikes I can touch and actually ride, my selection is limited. I like bike companies in general that innovate, get creative, and build cool bikes. The marketing does make a small difference. Salsa's brand image fits for me. I'm not a racer. I might do one race every few years at best just for giggles, or to set a goal for myself. I do like adventure riding. Bikepacking, light touring, I like that stuff.
I'm going to do a light weekend tour on my Vaya this summer. I also want to do some bikepacking. Maybe in the fall. My work schedule makes both difficult to plan because I rarely get consecutive days off. But that's the kinda stuff I really enjoy. Salsa's marketing reminds me of that.
Why doesn't Salsa make it onto people's favorite brands list? For one, they're smaller. They have less shop exposure. Every shop I've seen selling them positions them as one of their "secondary" brands. Salsa doesn't sell low end stuff, so big brands that produce low end bikes get the floorspace.