One thing the bike industry is particularly good at is convincing people that they need new stuff. It’s even getting very good at convincing people that they need new stuff that looks very much like old stuff. It’s a sophisticated marketing dream, peddling (pun intended) a dream of escapism, reified in crabon.
I’ve paid good money for bikes before. If you dig deep enough on here you’ll find a evidence of expensiveness. I think I even wrote about it, comparing the cost per kilogramme between a Cervelo R5 and a Range Rover.
Nevertheless, amidst all of the talk of R+D, trickle down technology and assorted justifications for much expense, I came across this:
I couldn’t escape the sensation that surely, absolutely, this had to have a greater engineering provenance and cost value than his:
And that someone, somewhere, was having a laugh at the expense of golf manufacturers, mamils, and anyone seduced to such an extent by the sauciness of the bike boom that they felt compelled to spend nearly ten grand on a push bike.