A few days ago, on an informal hangout with a few cyclist colleagues, we debated the comeback on the market of the bicycle brand, Pegas. For some of us, Pegas bicycles resonates with childhood, with the reward given after many years of good grades at school. For the young ones, it's just an unconvincing arrival that doesn't suit their current aspirations. There were different opinions and, in the end, we could shape two ideas. First, the presumed Pegas bicycles nostalgics didn't perceive in a new product the quality their age demands. Second, the bicycle enthusiasts didn't see enough functionality nor emotional connections in the product in order to adopt it.