A different type of subculture is a "consumption subculture" which is based on a shared commitment to a common brand or product. In other words, consumption subcultures cut across demographic, geographic and social boundaries. The most well-known example of a consumption subculture is that of Harley-Davidson motorcycle owners. Ethnographic researchers who have studied Harley riders believe that there are only two types of motor cyclists; namely Harley owners and the rest. Harley-Davidson has leveraged the values of this subculture by establishing the Harley Owners Group (HOG).