Doping: costs and benefits

[soulor]

link to related thread

http://forum.cyclingnews.com/showthread.php?t=8597

 

[soulor]

why choose not to dope

Given that the benefits of PEDs are so manifest for riders, teams and sponsors and clearly outweigh many of the risks (and not just those of getting caught), what is the motivation apart from risk mitigation to choose not to dope: I give the example of Boardman in the related thread linked to above (if we can assume he was clean for argument's sake at least)?