Is the constant need to update gear in road cycling a result of genuine innovation and technological advancements, or is it a marketing ploy by manufacturers to drive sales and keep enthusiasts in a perpetual cycle of consumption and obsolescence? Considering the minimal performance gains offered by many new components and the often-questionable durability of cutting-edge materials, can we honestly say that the latest and greatest gear is truly a game-changer for the average rider, or is it simply a case of diminishing returns and a never-ending pursuit of marginal gains? By examining the data and evidence behind the latest technological advancements, can we separate fact from marketing hype and determine what truly constitutes meaningful innovation in road cycling?