For many years bike companies have hired doctors to sell seats that had strange grooves down the middle, no nose, gel that would collect heat (that toasted your bits) and many other silly ideas. Meanwhile, Brooks persevered on the margins, waiting for their moment, and it came as people started to realize that comfort is about shape, not gimmicks. A Brooks saddle molds to your body so it fits you and you alone. Moreover, leather is cool - literally! - so it won't absorb heat. Ask any bike tourist who has travelled hundreds of kilometres a week: a Brooks saddle is the most comfortable saddle you can buy.