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There's a set number of times a team can do it during the year, presumably to a) stop clashes with leader's jersies at the GTs and b) to allow sponsors to change it to support a specific marketing campaign.
It might only be one change a year, but frankly I can't be arsed looking up the UCI rules on this.
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Punishment is just a slap on the wrist and 500CHF fine per rider, so I would imagine they just sucked up the fine in exchange for the PR (if fined at all).
IMO the biggest and best PR move they could have made would have been the three of them riding their pink, yellow, and red Cervelos over the finish. That would have been a priceless photo.
I will always be a bit sad that this once in a lifetime opportunity was missed!
andyp
user149724
@villa-ru
Hmm - interesting they were allowed a final stage switch out kit. Must have had that signed off before the event.