So what might seem like some sort of tunnel-visioned, chopper-tweaking, dollar-dripping secret society from the outside is really just a group of enthusiasts-like everybody else at Sturgis. They've refined a tradition and in the process become icons of the motorcycle world. Well-known industry types, such as Bruce Rossmeyer of Daytona Harley-Davidson, and world-renowned custom builders, such as Arlen Ness and Dave Perowitz, may populate the Hamsters, but the bulk of its members are nonindustry-but-fully-dedicated fans of the motorcycle arts. They live to debunk the belief that these machines are more for the eye than about the journey. They ride their radical bikes to Sturgis every year, sometimes covering 2500 miles each way to the hallowed hills of South Dakota. These machines, some worth more than the down payment on a Lear jet, converge on Sturgis peppered with bugs, road grime and smiling owners. Every year the route evolves, the machines change and the stories (and lies) get bigger and better.