As others have said, it depends on whether the person is a cyclist and what kind of bike they ride -- and, what toys they might own.

I might say "It cost a lot.". If they press, and drive an SUV, I'd say "Less than a year's worth of gas in your SUV, and let me tell you about the immeasurable health benefits I get in return...."

If a certain someone (a non-cyclist who just wants to know how much money we spend) asks how much my Sidi's cost, I'm ready to say "Much less than just 1 payment on your new luxury SUV."