What is divisive about that marketing though? A group of guys take a couple days and eat greasy food while burning thousands of calories in search of incredible views. That doesnt seem divisive/elitist.

Ive seen that video before and always chuckle at how seemingly random the helmet wearing is(since they climb both ways), like the bottle spin cuz its cool, and am amazed they only show about 8 seconds of descent compared to a few minutes of climbing and flat riding in a 4 minute advert showing mountain riding.

I dont own Rapha stuff, no interest in paying for it, but if I found what I do wear to be lacking then yeah sure I would consider Rapha because much of it is simple. It is the anti-Primal, really.