The ad has generated outrage, like this letter from reader Brian Hass of Northbridge, Massachusetts: "Has Erik Buell gone mad? His new 'ruthless engineering' advertising campaign shows him crushing a Buell Blast into a block of wrangled steel and rubber because it wasn't 'innovative' and didn't represent the type of performance machine that Buell wants to be known for. Don't current Blast owners find this just slightly offensive? So, what constitutes a Buell performance machine? I own an XB9S Lightning, a bike I thoroughly enjoy, and although I'm certain that it could outrun a conventional cruiser, a CBR or Gixxer would leave me in the dust. How long before Erik Buell tosses my Lightning in the crusher? I wonder what the resale value will be?"