The recent push is all about cutting out the aftermarket. Big companies want us to buy complete. So for the most part it's not if we agree to part prices it's if we buy the new shiny POS the push.That's the industry kool-aid. I see it differently: They test the market, if anyone buys their sh*t at absurd high prices, they won't mark them down. Plus you have to take into account the lack of *real* competition in the bike industry. In the last few years we have witnessed the rise of a whole "bike cartel", where everyone agrees to push new standards every now and then.