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HarmanMogul
PhilDAS
That's the idea that marketing departments wanted to sell us but you only have to look at the world tour level carbon race bike market to realise that the majority of customers with exploro money want the fastest, most aero, most refined road bike and many consider a 2-3 year old bike to be outdated. This same market was never going to be happy putting 28s in a gravel bike.
The gravel-road wheel swap idea just never caught on. People don't want the gaps over the tyres, they don't want 1x and huge cassettes (on road bikes) and very few customers of £10k bikes have only one bike.