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Brand power, good second hand value on each item, of course depending of the condition of the garment.
Rapha has a following of people and is also a brand that attracts people that aren't "In" but lose them the instant they see the hefty price tag.
A cheaper way to step in to the Rapha clan (if there is one)
These are my guesses of course.
Why is it needed any more than a Shimano or, I dunno, Fizik sales thread?