Was this statement rhetorical or did you look for someone to bite?

To start, I'll say that I like Rapha. Not ashamed to admit I like them for their aesthetics.

That said, Rapha has been lifted into something beyond functional, athletic wear. It might say that someone is more into cycling more as a lifestyle than an activity. It's become a cultural signifier. Much like the North Face fleece on college campuses - more often its worn as a statement of "i belong in a frat/sorority" than "i like the outdoors".

Ive seen (general, non-brand specific) cycling social media groups of people (literally) posing with their Rapha gear. They swap almost exclusively Rapha gear. That's a bit cultish - not something you see with Assos, Castelli, Sugoi, or the others you mentioned.

Again, that's not to speak ill of Rapha products or the brand. They might be technically and objectively superlative. Like Rolex having merit as a watch manufacturer (first GMT, robustness of DSD, etc). Many people like for those merits, but many more like Rolex because, well, "it's Rolex".