I'm going to turn this into a "I love my dad and he's a real cool guy" post, with perhaps alot of sentiment thrown in.
To go back to the original question - there are a lot of people at work who are cyclists, triathletes, and many runners - one just ran the Boston Marathon. So they pretty much know costs when I tell them I got a Specialized Ruby. And they are all enthusiastic and supportive. Obviously those that don't bike are floored when I say my bike is $2K. But then they know there are alot of fitness people that are their colleagues who take fitness and/or competition seriously. They just spend their money differently.
My mother can't comprehend spending that much for a bicycle although she supports what I do but thinks I'm crazy. She often spends money on things I believe are frivolous and non-utilitarian. She might buy more than the average amount of shoes and clothing, trinkets for the windowsill, etc. Not my philosophy.
My dad. He watches le Tour, he's aware of how expensive bikes are although he was also floored at first. He knows a guy who spent $10K for a custom made bike. He is wholly supportive and chuckles when I tell him I spent $2K for a bike. He says "good for you" ... "if it gets you out there and you like it". We still snowshoe together and go on small hikes. He's 80 YEARS OLD. He asked me if there was anything for the bike he could get me for Christmas. I said I'm thinking of a new wheelset but they can be expensive. He gave a partial contribution although I am likely building my own with some tutelage from Deb W. My dad asks where I've ridden lately and he wants to know and I email him with a google map of my latest metric century, or where I went into So. NH. He's interested in my times. So he's following with me. So he drags this bike out of a garage from a neighbor because he's getting the bug you see. He's 80 YEARS OLD. See photo below. It's an old Western Flyer, maybe 60's, early 70's vintage. He says do you want it? I said yes, it's very cool. He takes it for a spin. Tires are rotted and tubes are shot. So he takes it to the LBS and gets new tires and tubes and says, "maybe I'll keep this for a while". So he's keeping it and has been riding this bike around the neighborhood. He's going to bring it here to the house and we'll do a ride together. He's 80 YEARS OLD. You gotta love it.