I love companies like Xootr. Not only do they sell a superior scooter, they are really enthusiastic about it. Just check out their Web site; it's certainly not the prettiest site in the world, but read the copy on the front page and in some of the other sections. It's down-home, it's folksy; they're not talking down to anyone, they're genuinely excited about the great products they have, and they are certainly not talking about their company in some detached-yet-boastful tone that suggests there's really not all that much to talk about in the first place.
My favorite part of the site is the Why Buy Xootr section and the detailed discussion on wheels in particular. After 5 minutes of reading and not having ever looked around at any other scooter brands, I was hooked; if I ever buy a kick scooter, it's going to be a Xootr...and that's saying something because I'm most definitely a shop-around kinda guy.
There's also a really good article about Xootr I was going to point you to, but stupid Fast Company doesn't have it on their Web site.