Rapha, nice but a bit pricey?

I don't know, I was wondering if the Rapha audience (that rides road bikes, I'm not talking about urban/commuting/transportation/leisure cycling) prefers to see people riding without a helmet.

When I see someone with no helmet on a mountain road my feeling is usually that he's not really knowing what he does. I agree it is certainly as stupid and arbitrary as thinking "What a badass". So I was wondering about why they do it, if it was viewed as more glamorous by the Rapha customers. AndyP's explanation about their product range is simpler though.

People do often choose to remove their helmets for a long climb, then put them on again for the descent.