I was going to say something very similar to what Batman said. I know a few younger people who ride Japanese sports bikes ... or even ... Hyosungs! They still feel cool on a bike, but seem oblivious to the bad-boy / rebel / counterculture concept.
To me, even HD has become a caricature of itself. The HD showroom here has so many shiny bikes, made to look old school but then given the new bike feel. I'm thinking of a bike a saw with a swirled, raw, machine-finished tank - and then coated with some kind of pearlescent clear coat to keep it pretty.
This isn't to disregard the heritage of the HD, just to say I think it amazing that it still has the bad-boy reputation.
I remember a drawing by Banksy - there was, a middle-aged guy, a young mother, and a punk rocker, queuing up at a stall to buy t-shirts with "Capitalism Sux" printed on them