BLEH!!!! Sorry, I have to get this out. No offense to anyone who has said it, I myself have said and thought it. But then I got to thinking.

Does and Atmos helmet protect any better than say, a Monza? What about last year's models on sale?

Does an 'arm warmer' keep you warmer than a cut up tube sock?

Is a 120$ pair of shorts better, if you find that the chamois on a $50 pair suits your body shape perfectly?

Is a 70$ pair of sunglasses better than a 20$ pair of glasses if that 70$ pair allows too much wind flow and your contacts fall out? (both have UV protection)

Is a 50,000$ SUV better than a reliable old car you can fix yourself?

Is a $6000 carbon fiber bike better than a $1200 dollar steel bike you absolutely love?

Is a $1200 pure blood golden retreiver with hip displasia and a few other genetic diseases better than a mutt at the pound who needs a home, has no inbreeding problems and is super loveable?

Is a $600 flatscreen monitor better than a $100 monitor if all you do is surf the web?

What do you bet this is part of why america is in such a big debt? How much of all that is hype? By saying "buy the best you can afford" is one not saying that if you cannot afford the top of the line, you are somehow:
-unprotected
-missing out on some great pleasure in life
-missing out on some great need in life
-less than the Joneses.

It is easier to buy the best, but there are ways to find what is good, and still 100% safe and enjoyable with a little effort. Finding out what ratings something needs to be safe is good. Unless you make oogles of money and can afford to splurge on everything, some practicality is in order.

We have sales reps come through our company. their marketing ploys are simple:
you have "good", "better", and "best".

"Good" items are less attractive, and less "cool", but fully safe, functional and enjoyment can still be obtained. of course, they want you to buy "best." But for "best" you are not getting anything safer. The extra functions are bonuses, perks and comodities which allow multitasking or laziness, depending on your pick. are they more enjoyable? in the end... not really.

Picking between companies comes next. Usually the cheapest is less than "good", and probably should be avoided unless you have no choice.
but not always. did you know that the sale fruits and vegetables are the ones which will be healthier for you? they haven't had a chance to sit around, or need to chemically ripened. They are also the ones that taste the best, as vine/bush/tree/etc ripened tastes the best!

Many of us have our things we splurge on, and grow comfortable with. if you buy an atmos helmet, will you feel safe going to a $30 Giro helmet later? I don't know. Ask me after my next crash