There are some brands of bicycles that can cost more than the down payment on a car. Why? Surely making a bike lightweight and reliable isn’t so difficult that it warrants that price? Is it just the brand name or maybe it has to do with customization options?
In fact, in a few certain situations you can actually purchase higher-end hardware than the pros use. UCI has restrictions on shape and weight that need not apply to non sanctioned riders, and there are improvements that are available in both aero and weight. Notably, Triathlon specific bikes are often markedly faster than UCI compliant bikes due to the aggressive aerodynamic optimization.