I knew Sam and Helen Walton back when I lived in Rogers, Arkansas (right next to Bentonville). Sam drove an old car and wore overalls to the local Food-4-Less. Nobody was a stranger to him. Their grandson was a member of our local cycling club. His first bike was a hand-me-down - he had to work and save-up for a good bike (a Klein Performance IIRC).
I bought my current Bell helmet at Wal-Mart. Not as fancy as a Giro, but it is light weight and protects what's left of my 55 year-old brain. I have a seven year-old adopted daughter that I'll have to put through college someday, so expensive cycling goodies aren't an option for me anymore.