While their marketing department might be clueless, I have been extremely impressed by other aspects of the company.
I got a Bell Citi helmet online last spring, and wore it all summer long. This fall, moving between hat, no hat, hood, no hood, I had to adjust the size a lot. At some point, the symmetric gearing on the adjustment knob at the back became asymmetric. Like it skipped a gear on one side, but not the other. Helmet still fits okay, and doesn't feel any different. Only trouble is I can't open it up all the way now.
I emailed those photos to their customer support email a couple days ago, and described the problem. I fully expected some canned response educating me on helmet adjustment. Instead, I got a real person replying a few hours later, asking me what color replacement helmet I would like. They are fedexing me a new one, and letting me send back the broken one with a prepaid label after I get it. They didn't ask for proof of the purchase date (helmet has a 1 year warranty), a credit card number, or require I ship them the broken helmet at my expense. That level of customer service for a $35 helmet is unbelievable. I will buy from them again.