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@justMouse
My only input on this would be my observation from the Catford Hill Climb cycle:
Whilst they have good marketing ideas (e.g. organised rides) they are very disorganised. The Rapha people did not know where they were going, just had two maps and they didn't offer so much as a coffee to get us on the road. For the amount people spend on the product (and god knows there were enough people queueing to part with their cash at the sample sale) they could spend a bit on making the 'events' at least half as premium as their clothes.
There are more rediculous brands that you could spend a shed load of money on than Rapha. Just walk into Selfridges (or Gloria Gaynors you East London hipsters) for evidence of that. (OK so I didn't limit myself to one observation, but hey).