Let's be honest, Assos, Rapha and Castelli prices takes the ****. It's a few pieces of lycra and a chamois sewn together, c'mon guys..
The kit's generally OK, and looks flash, but it doesn't really justify its premium. Fair enough if you can afford it, and want to look the part. I can afford it, but generally choose not to get ripped off. Sometimes I can't help myself though.
This just reflects a general trend over the last decade for all top end cycle equipment to be ludicrously overpriced. There's a load of BS in a lot of cycling advertising and marketing.
Twenty years ago, fifteen years ago, I would say that Assos definitely offered something extra in the quality stakes. But I've bought some of their mid range kit over the last decade which was some of the worst quality PoS I ever bought. And some of their winter kit wasn't really designed to be ridden in, it just looked good on the hanger.
Back then, for me, Exte Ondo offered the best kit. Their stuff is still pretty good.
Santini is good quality and on the whole reasonably priced. Great custom team kit too.
Of the other custom team kit I've seen, I also really like
Vermarc. Bioracer is so-so. Giordana's OK, average compared to the
Vermarc. Pactimo's nothing special.