I thought this was brilliant and plan to use it henceforth and forevermore:

"Few people ever own anything that works, fits, or looks as well as a truly well-built bike. And yet, when they find that your bike costs as much as their high-end computer or mid-range stereo, they will fake a heart attack, guaranteed.

The solution? Tell non-cyclists you paid $499.99 for your bike, no matter how much you really paid for it. This number has been scientifically formulated to sound like more than a non-cyclist would pay for a bike, without otherwise drawing attention to itself."