Contador being Elon Musk, and Aurum the new Tesla 

 Start with a high luxury bike, sell it at a profit, create more affordable bike etc.
When do bikes usually decrease in price significantly, after some months, or years or only when a new edition comes out? Not so familiar with the price curve of bikes tbh.
It looks good but 10k is too much even for most amateurs. They may have gone a bit too elite with their ambitions here, or their production capacities are very slim so it is more about the collector status.
Maybe Andy Schleck will sell them in his bike shop. lol
Anyhoo, cool to see Bertie being an entrepreneur and not just a eurosport pundit. Do it for a while, until you become the DS we all need.