Yep. Great sales brochure. For people who don't know what they are looking at.At the end of the day, you either get the Icon Bronco or you don't. The do-it-yourselfers will claim you can build a similar version on your own for far cheaper. Those who simply want a capable off-roader will laugh at the frivolous details. But Icon is more than that. We see their creations as pieces of industrial art work that happen to also be quite capable of carrying you from point A to point B. Ward even takes it a step further. "We like to think that we are on the cusp of a movement, for better or worse, to promote innovative design, engineering and domestic manufacturing solutions that allow us to realize low volume premium products without sacrifices."