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@BringMeMyFix
The cost IS huge, and to make a profit, the companies want to sell it to hordes of affluent amateurs. Therefore using pro cyclists to market the stuff is a good move - even if they're using their normal kit but with the decals of the new products applied.
DutchCyclistD does make a valid point in that respect, I reckon. The time gains are often minimal, and sometimes non-existent.