The mistake is in treating "wants" as one-dimensional, as if they are inborn. In reality, wants - even those which satisfy the things we all agree are "needs," such as the needs for food and shelter - are shaped heavily by peer effects, marketing, even just the sheer availability of products. Sure, bike shops offer the products that consumers want, if they plan to stay in business for very long...And sure, the bike industry, other cyclists, the shops themselves, all help to shape those wants.

And really, it is more helpful to think in terms of "preferences" than wants, as that word makes clearer that we're talking about individual judgments.