this thrad is still going.
When I go to races, all levels of races. Across all the grades are folks riding all types of bikes.
There is the slightly overweight guy with a mega buck machine, thing is he may have been a ex world champ and took up drinking booze and food for 4 years (true story).
there is always a new guy with a mega machine too, racing in a lower grade, no problems there, they might have been into other forms of cycling for years and are testing out another type of racing.
there is also the super fast folks on budget bikes, box section wheels etc, probably never ride and expensive bike or will once they are given them for free by way of sponsorship.
don't worry, it's a healthy thing to do. Cycling, training and racing, even just riding, getting out and about in some fresh air, maybe the ride is what it's all about, maybe friends, maybe the machines themselves appeal to you and you like the look and feel of what you consider good bits of bike.
For every $10k + bike that sits in the garage and gets riden a few times, there has to be a lot of folks, usually older and unfit that take up the sport and improve their fitness and perhaps their lives and well being. So what does the cost matter.
be happy that the folks are keeping your local shops open by cluelessly buying expensive kit from them. Be happy that these folks bring money into the sport, hey maybe they are old, fat and worked all their lives, took up cycling starting with a de rosa, super record with boras, rode for 6 months and start pumping money into the local cycling scene, promoting their business and sponsoring racing and or junior development.
Encourage them to spend, don't hassle them.