Do you like the branded jerseys? Show your bike brand? Component logos? Team attire?
Shorts or bibs? Knickers? What is good for the money? What is over-hyped? Good substitutes?
Underrated?

Helmet: On sale, in red. Except for The Hat.
Gloves: Never. If it's cold, mitten shells over gardening gloves.
Jersey: On sale, nothing garish. "Dri-fit" T's from discount stores in the summer, or T-shirts.
Jacket: Only place I'd splurge. Descente.
Shorts: Canari seems to give me more bang for the buck, Trek's are overpriced.
Socks: Whatever came in the goodie bag from my last 10K, 5K, or marathon, or on sale.
Shoes: CF soles, and on sale.
Sunglasses: Cheapo's that don't interfere.