I think the key here is that the sport isn't big enough for the average bicycle component or frame manufacturer to be able to afford to pay even a top pro what a pro skater or a pro fisherman or pro whoever gets paid. How many kids own a skateboard? How many adults own a fishing rod? How many people buy tickets to see the local ball team play? Compare that to how many people own a mid range or better mountain bike, and you'll see where the numbers don't come close to comparing. I'm sure that specialized would like to be able to pay a pro $500k to ride one season but the bottom line is that they can't afford to do it and there would be only a marginal return on the investment if any at all.