I have a friend who works sublimation, and his kidding motto is

"Make a mug for 1 or 2$ and sell it for 8$" thats pretty much how our economy works in the good ole US (at least not forgetting the other counrys in world) Thats how it is with the Lance helmet (or giro in general) People think hmmm if lance wears it then it must be the best or at least really really good. catch my drift dudes and dudettes (wow that is the second time i have used "dudette")