The last one is about to air..
As others have said, they are doing very well off of merchandising alone..
I think JR will burn out, he really was just a one hit wonder, I feel it was SR.'s bikes were the ones aimed at actual bikers, with the old school flare.
You gotta respect a man who started with pretty much nothing, build an Iron shop, sold to his son, started building custom bikes at home, built that up into a huge international business, paved the way for his #2 son, who took a different path, but most likely would only be a mechanic or laborer if his father hadn't opened the door. Today, there are OCC safety glasses at Home Depot, models of their bikes gas stations, toy stores, tee shirts everywhere, a few OCC Bike shops & a bike BBQ restaurant..