Simply put, Purefix as a company is reachable, professional, and values my dollar. When I call, actual people will pick up the phone. When I have had an issue with an order, Purefix not only notified me that there was a problem, but went and sent me something extra for the inconvenience. And when I purchased a bike that was stolen, Purefix helped me buy a new one from them because they knew it was my main mode of transportation. You just don't see a lot of companies doing things like that these days, so, they get my business. That easy.