Well, unless you are from some place like Ghana (see this month's bicycling mag.), you don't have to be "rich" to own an Italian bike. Like someone else said, even the most expensive bikes you can buy are cheaper than most motorcycles, speed boats, sail boats, golf club memberships and green fees, etc. Heck, you can buy Lance's bike for the price of a big screen TV and there are lots of "poor" folks with those. Just a matter of priorities. For me, the most I have ever paid for a new bike from an LBS is $900, and I can't imagine ever needing something more expensive. That "poser" could be a cashier at Walmart for all you know.