Very true. Most riders will spend their next 189 cycling dollars on supplements, or replacing a saddle, part of a wheel, or other components. My suspicion is that most US riders will get more value from spending more on safety related features than on lighter weight or the latest supplement ingredients. And if we spent more on safety related features the industry would provide more options and quality ultimately at lower cost. But trending from the perception of buying speed or bling to the perception of buying safety is not on the horizon.