I actually pay, and happily, to rock my LBS's (Tree Fort Bikes) branded water bottles because those guys are cool as hell and deserve to be known and successful. I've got closer shops, but Tree Fort is the best, and I want people to know it.

Strava people I don't know from a hole in the ground, but as I said, I think their product and service is totally awesome, yet to run around sporting their branding on my body would reflect a level of association that's just not there. I'd rather reserve that "space" for people I actually know...if I sell it out at all. And that's what it is, right? Trading off ad real estate in exchange for satisfying feelings?

I don't even have any idea of who invented or owns Strava; I'd rather have a Zwift kit, because I at least know Eric Min's name and have seen his picture...and Zwift is a killer app, too.