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@Oswald
My 2p .. they may be the next step up from a BSO, who knows until they're available, but let's put into perspective he is not the first cyclist to put his name to a brand and even the cyclists who've started their own brands are cashing on the name they made, otherwise they'd name the brand something else instead of Hampstead, Lemond, Merckx etc. Also remember it is well documented Merckx needed De Rosa as technical consultant at start up of his brand ..
Not that Hoy's in the same division as Merckx in my opinion ..