henryg said:It's advertising.
I don't own any Rapha kit and I do have quite a bit of Assos. I love the Assos gear but I find the Assos equipe campionissimo marketing every bit as ridiculous as anything Rapha has come up with. But it's all just marketing. If you think some marketing campaigns are more "authentic" then others I have a bridge in Brooklyn I'd like to sell you.
More choice and more manufacturers investing in the sport and culture of cycling is fine by me. Advertising is advertising and these guys all have to find a way to get buyers to buy. Sometimes it's clever, sometimes it's boring, sometimes its stupid and sometimes it might make a connection with you, but it's nothing to get worked up over. You'll find plenty of people who think you are an idiot and poser if you buy Assos or Rapha or pick your brand. So what. Get whatever works for you.
I saw an Assos winter jacket and it was (a) beautiful; and (b) insanely overpriced. Conspicuous consumption, daddy.