If you’ve been in the industry for any length of time, you inevitably fall into a product overload meh-laise. Product releases devolve into an expected laugh fest of proprietary techno-babble. You handle $8K bikes with nearly the same indifference as you would a $1K starter. Where once there was joy there is only ennui.
And then something like the Rapha Grand Tour Shoes ($450USD) arrive and like a bidon full of water splashed upon the face on the blazing hot switchbacks of l’Alpe shocking you into focus, reminding you you’re tete de la course on the way to a win. Multiple layers of amazing await your discovery merely by opening the box. Once again, you’re enthralled by a product and you haven’t even turned a pedal in anger with them yet.