The junior athlete I was fitting was extremely proud of her new carbon tri bike.  Her mother was even more excited about the price.  When I asked more about the incredible deal she received it turned out that the price was about $600 more than my cost to purchase the bikes groupset alone.  Most bikes with this particular groupset are generally 2-3k more expensive.  I had never heard of the brand, and the logo was a sticker affixed on top of the frame- not clear coated over or painted on like most major brands.  I noticed the frame had an lot of flex to it, especially for a 90 pound rider, and upon closer inspection the rear wheel was canted about 6 degrees to the left.  The rear wheel could not be adjusted in the stays- the frame was in fact so defective that it would cause a permanent (dangerous) pull to the right.  In short the frame was a piece of junk!

Major brands spend many thousands, sometimes millions in developing a new bicycle frame.  But that is just the beginning, the bicycle must be tested to meet Consumer Product Safety Commission standards.  The standards are rigorous, for instance the fork must meet the following requirements: "Clamp the front fork in the test fixture so it does not move and apply force until the fork bends 2 ½ inches. The fork shall have no evidence of fracture. The deflection at a force of 350-in-lbs shall be no greater than 2½ inches. Also, when the fork is mounted on the bicycle frame, the fork and frame assembly must withstand a steady force of 200 lbf or an impact force of 350 in-lbs, whichever is more severe, without breaking, or bending in a manner that would significantly limit the steering angle over which the front wheel can turn."  The frame may be rejected and sent back to the drawing board.  Even with the major brands there have been instances of new models being held up for release by the CPSC for many months.

The CSPC prevented over 12 million presumably dangerous products from entering the US market in 2013, but many continue to be sold to unsuspecting Americans every day.  I am amazed at how easy it is to buy product from China or other countries and sell it on the US market.  Essentially all you need is a credit card and a website.  It is literally as easy as buying up a bunch of unbranded carbon frames (or wheels, or handlebars), slapping your brand name on them, and voila you are now a bike brand.  At least least until someone notifies the CPSC after an accident, or they frames are held in customs, etc..  I once questioned an "retailer" of a small niche bicycle imported from Europe if his bike met CPSC standards- and he had no idea what I was talking about.

The goal here is not to prevent competition in the bicycle market, but to ensure safety.  And there are even safety recalls even with models that meet standards.  When it comes to safety there should be a level playing field and no compromises.  As a consumer you should beware of any "too good to be true" deals on carbon framesets or wheels.  Designing a lightweight carbon frameset or carbon clincher wheel that can withstand abuse is an extremely difficult and costly process.  There is a big difference between putting a new product on the market from soup to nuts vs. buying a cheap carbon rim, building it out with quality name brand hub and spokes, and selling it as an incredible value.  When you knowingly buy a cheap knockoff you are taking a big risk.  But the unsuspecting consumer should consider the following...

• Major brands have a lot of skin in the game when it comes to designing safe products.  I like to buy from brands with a proven track record of safety, a history, and a dealer network.
• You can learn a lot about a product from their website (or even the quality of their website); how long they have been in business, whether they actually manufacture products or just important them, etc..
• Don't be the early adopter (aka guinea pig) of new technology or a new brand.  Even well known brands/products work the kinks out in the first year or two on the market.
• Ask questions- first on my list would be "is this CPSC certified?"  
• Beware the "everything is made in Asia" refrain.  Wherever a frame or wheel is produced the manufacturer is putting their name behind it.  One bad run can torpedo a brand.  Quality brands put their products through rounds of quality testing and quality release before being sold to the consumer.
• Hit the message boards but understand that mostly negative information is posted and it is very subjective.  That being said when someone is subjected to a complete wheel for frame failure you can take that at face value.