[I'm a big fan of perfectly decent and workmanlike. If I was an elite cyclist, no doubt I'd seek to kit out everything I have / use in top-end kit, but I'm not and I don't - nor ever have done.
I'm sure you're not. But that puts you squarely in the minority of cyclists ('cyclists' as in riders who choose to ride for the enjoyment as oppsoed to those who would rather drive but cant for some reason). The clear majory want the best kit they can afford, and wouldn't settle for 105 if their wallet would stretch to Ultegra.
I think that's a stretch - the clear majority - in terms of money to be made from cycles and parts, don't spend on Ultegra. Perhaps you mean the majority of enthusiasts - but enthusiasts are a rather trivial demographic.
As much as I applaud the possible resurgance of Suntoru, basing their entire European marketing strategy on the spending power of a bloke called Neil who is happy to stick with what he's got for the time being is perhaps a touch risky.
As healthy as my ego is, I doubt Suntour, nor anybody else is basing their business strategy on either my inane ramblings, nor the posturing of people in forums. If you think enthusiasts are a significant demographic for somebody looking to make money out of cycling / bikes / parts, you'd be a boutique vendor with some true kudos. Otherwise, whilst margins may be better on elite kit, I suspect the numbers - the true weight of numbers and money, isn't made there.
But perhaps I'm wrong - perhaps Shimano make all their money on XTR and Ultegra, and all the rest is just drip feeding until they can get their customers to mainline.
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