i also wear real bike jerseys and i buy them for the performance aspect.

i also try to buy ones that i like the look of but that has more to do with colors and design than the actual team - i have 2 of the blue-yellow Festina jersey b/c there were on clearance for like $10 and i bought one and i found that they are very uh, how do i say, "smell-resistant" so i bought a second one. i of course avoid some advertisers... e.g. i try and not buy a jersey with some new huge Chevy truck on the front... and anything with Marlboro is out...

i always buy my bike jerseys on sale. my favorites are those with designs and no logos, but if i find a good deal on a cool design with some logos i'll buy it too. i have a bunch from local bike shops and i feel OK promoting them.