That's because a ~certain someone~ was their US brand manager and had outsized influence on the company. He has continued doing the same thing ever since. >>1388089
in case you're not aware. It's hipster anti-branding to make the product look more artisinal and authentic and shit. Crust does the same thing. I like it but I guess it works better if your bike screams TREK or CERVELO in 100 places.