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@M_V
Skulls, I know where you're coming from. Working in the velodrome that bears Sir Hoy's name I'm already seeing plenty of the average cyclist, in the right place/right time or knew the right person so gets the attention, the coaching, the sponsorship etc and develops as anyone given those opportunities would.
I also see hugely over zealous parents pushing their kids to best their friends, the kids don't care, it's the parents with the competitive attitude, using their kid's youthfulness to live out their own fantasies of success or something.
Started my level2 coaching award recently and have been quite surprised at how we are being trained to always relate skills we are coaching to competition and performance, even at utterly basic level of mounting and pedalling you cannot relate the skill to commuting or riding for fun!
It's sad.
That said, I'm pretty indifferent to these Hoy bikes. I doubt they'll be amazing, much like the Boardman bikes (and I worked in Hellfrauds when they came about and have unfortunately failsd to escape working on then since so know how shockingly bad they are) I expect every penny earned from the endorsement will come at a larger cost to reputation.