Rapha, nice but a bit pricey?

I understand the Ferrari comparison, but for me the difference is that Ferrari was actually part of the heritage it profits from. The same could be said of many companies, obviously (Fender? Coca-cola? Brooks?). Rapha however, a new company, borrows nostalgia and superimposes their brand.

Good point. But doesn't the sponsorship that they are putting in go some way to making up for the company's comparative youth? After all, we all have to start somewhere...