I started wearing Swiftwicks when I took up riding 4-5 years ago. I've worn out exactly one pair because I was not nice to them and kept overwearing them and putting them in the dryer.

If you line dry them (I have a coathanger with about 30 clothespins attached to it for this purpose) they will last even longer.

Currently I have Performance 7" that I wore to work, and to ride, commute, and everything else. I pay full retail for absolutely nothing, but these socks....

The only time I don't wear them is if I'm riding MTB in May-October (it's foxtail season in California), It's too hard to extract them out of Swiftys,