Rapha, nice but a bit pricey?

Not sure how serious but fuck yeah! Would totally fit with the heritage focus. I see why they launched the way they did, but, much as it pains me to agree with Mr DBAD, it's now 2017. Given how Rapha have carefully tacked away from the full-on Kings of Pain/roadie image to a broader conception of cycling (eg through the copy for the Brevet range and the​ RCC), this does seem a bit like a massive blind spot.
As an aside, I rather assumed that their diversity in advertising was better than it actually is, until I realised I was thinking of images on the 'gram, where there are may people of all races and genders clad in Rapha, all of whom are younger, fitter, and more attractive than me, the bastards...