I was trying to find an analogy too, not sure that's really apples to apples.
Problem for mega breweries trying to soak up craft beer, their clientele is extremely in tune with who knows who and the 3 tier system can limit the damage AB InBEV or Miller-Coors can do to the craft beer segment. They bought up a handful of craft breweries 5-10 years ago and 200 new breweries replaced them immediately on shelves. Blue Point, Elysian, Breckenridge etc. sales all tanked the minute they were sold and were replaced by the new local place that got a canning line. Not so easy to start a new bike brand, unfortunately.
Are MTBers/cyclists as self righteous about who makes their bikes as craft beer nerds? Feeling less so.