I agree with Lisa. Today I went to a bike shop (I don't go to one very often, since DH does all mechanics in our house) to buy gloves. I did not go to the shop where I bought my bike, but to another one that is just as close and my son used to work there. As I was perusing the gloves, I heard a young sales guy showing a man a bike. The man had a paper with what looked like a print out from the web. The sales guy said, "This bike has Tiagra components. You might want to think about that." This got no response from the customer, so the sales guy says, "Tiagra components don't have a good reputation and can break (or something like that). I doubt the customer knew what a component was. Then, not sure what the customer looked at or said, since my back was turned, but i hear the sales guy say, "Oh, you'd have colors just like Astana..." This was met by silence. Sales guy says, "You know, Astana, the team that won the TdF..."
More silence. The customer left.