Serious cyclists aren't even the market for those bikes. They're made for rich folks with lots of money to throw around, who might want an expensive bike that goes with their expensive car, to make them APPEAR to be a serious cyclist, and show how much money they have.

A $10K BMC, Orbea, Scott, etc. is just another bike to the general public. But cyclists know and can recognize that those are very high end bikes. A bike with Lamborhini, Aston Martin, or Lexus emblazoned on it, looks like a really expensive high end bike to the general public. But cyclists know their owners most likely are not serious cyclists and are just flaunting their wealth.