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@__C2__
The majority of the cost of Rapha is clearly R&D, there is a reason it fits better and has a few more nice features than similar brands like Colomba...
However, the direction they seem to be moving in is disturbing, with too many gaffe products and trying to appeal to different target markets.
The sartorial marketing BS is really for the Americans...
Also some of this years colourways are positively atrocious, http://www.rapha.cc/club-jersey-2010
Assos v Rapha is really about synthetics vs sportwool