This Harley mystique is kind of funny/odd to me, and I've always been pretty turned off by the image of the riders.
But when I went looking for a bike a couple of months ago, I decided I needed (at my age) something with upright ergonomics and a pulled back bar, so I got a cruiser. Not being into Harleys saved me some serious money. Got a used V Star instead.
Btw, ran out of gas on 280 this afternoon and 3 or 4 crusiers and one cop flew by without stopping. The cop had an excuse (speed trap a few hundred yards back), but the M/C's - that surprised me. Without looking up, but hearing these loud frickin' pipes pass me, I wondered if they were Harley riders (hey, I'm not proud of my biases, but am willing to explore them). And by running out of gas, I mean I had to find my reserve tank (for the 1st time), and pulled over to do it.
But the deal with Harley (from a bizness point of view) is fantastic brand marketing. Harley, Apple, Coca-Cola, Nike - these companies have tremendous value in their name (and sometimes even in their products).
edit: speaking of brand, I have to confess to buying "American" on occasion: Fender (see Avatar), Gibson, Martin
Riding a Harley is a Blues thang... you can't blues ride an RC45...
oh yeah!