Usually I just laugh and say " a lot" or "too much," to non cycling people. My friends (non cycling) wouldn't ask, but since they know it's so important to me, I don't think they would care. They spend money on other stuff that I wouldn't do. People at work would probably faint if they knew how much my road bike cost. They don't understand why I have 3 bikes. My cycling friends probably know the cost, but don't ask. Here in New England, people are frugal and generally don't ask you how much stuff costs.