Rapha, nice but a bit pricey?

I can't quite work out whether Rapha's marketing is genius or too aggressive. They do have a few excellent products, but the 'smells of mont ventoux' approach is certainly alienating more and more people. The market for people with disposable cash and a Cervelo is probably more profitable for them than selling a few caps to people that build their own bikes.

^This. I bought a bunch of their stuff recently, mainly because a lot of the other brands just look either too sporty or just plain awful to me. An overall discount of 40% (clearance, bundle offers, code) made me take the plunge.

Mind you the total amount was still a little more than it cost to built up my main ride...

But I do look all nice and pricey now.