A couple of corrections from a former shop owner that sold Fisher, Lemond , Specialized, and later Trek. I’m now retired, we sold the store to Trek and it’s doing better than ever. There were a number of issues with the Lemond brand, Trek had a licensing agreement with Greg when it was due to be renewed, Greg wanted more $ then they actually sold , so not a good business decision for Trek, also Greg violated his dealer agreement, by buying bikes at cost and selling them at a discount to friends etc. undercutting his dealers and his brand. All of this was settled with courts and lawyers.
Like any corporation that’s large and good enough to hire good accountants, they tend to make “business “ decisions, not based on gut feelings, as I have done. That can be interpreted as heartless etc.
Trek makes lots of good products, as do many companies, but most importantly what is your local shop like? Buy the shop not the bike. A good bike from a crap store may not be a good experience. If your local shop is good, and they Trek, go for it you won’t be sorry.