take a long hard look at this:

http://www.cyclingnews.com/road/2007/tour07/tech/?id=/tech/2007/features/tour_tech_607

there is an obvious message here (riders seek the very best materials that they can) and a more subtle message.  the more subtle message is that the wheels are coming off the cart of traditional sponsorship arrangements, proving once again the vast wisdom, scope and insight of the racing union philosophy.

sponsorhsip deals are (generally) mutually adventageous.  high level teams get free product which reduces their operating costs.  (yes, we understand the principles of western economic thought - ed)  simultaneously, the mantra goes, manufacturers get valuable exposure among those who obsessively follow the sport and can market the team and it's image to consumers with more money than common sense.

what this article makes clear is the drift towards an equipment based meritocracy.  racers need to use effective, durable, lightweight and solid components and parts.  they are less concerned with appeasing sponsors and more concerned about getting good results.  so they go with what works.  the re-branding is a charade, designed to keep up appearances.  but the writing is on the wall.  the days of massive entanglement between corporate money and cycling are on the wane and a meritocracy is on the rise.

-sg