On the other hand, sometimes the fashion of buying new gear or getting new expensive wheels helps get people out on the bike more often then if they didn't. Its been beat to death that a very few amount of people need all that we purchase and upgrade to, but at the end of the day, if it keeps you from sitting on your but and enjoying your ride more, than by all means. Yes this industry is really picking up on fashion, but I hope it continues to push the lines.