okay, he's saying he needs the best bike because that's what you do when a sponsor is providing you with several hundred thousand dollars worth of goods.

they make it out to be contador's decision because they are selling contador's image. the image that he chooses Specialized because he thinks riding a Specialized is the best way to win a tour de france - that is a desirable image.

this is not BS, it's marketing. they're similar, just pronounced slightly differently.