Rapha, nice but a bit pricey?

It's OK.

I felt it fell over here:

Founder Simon Mottram is undoubtedly a cycling enthusiast. However, he is also a professional "luxury brand consultant", who bought the "Rapha" name from a defunct French team and hired an army of designers and marketers quite consciously to exploit the (mostly juvenile) fantasies of his (mostly male) customers. Unsurprisingly, then, its prices are preposterous, some of its products more so, and its monochrome “art-of-suffering” advertisements are perhaps silliest of all. And its designs are not always as stylish as their reputation: Canyon-SRAM’s 2016 team kit appears to have been inspired by the 1992 Aston Villa goalkeeper’s jersey.

Not really the highest standards of journalism, eh?