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MTB stuff doesn't last as long as road stuff, it'll be hard to gain traction but then again MTBing isn't the same mtbing I started like 18 years ago. Its got a ton of dentists and doctors and rich folk in it now with all the gear and no idea and companies are spending big money to get the stuff sold. So it'll probs do allright.
I think they will probably sell quite a lot that way but may hit a bit of a "I don't want to be the guy/girl wearing Rapha at the trail head" attitude.
I'd probably grab a jersey in a sale.