Is the constant need for roadies to upgrade their gear an inherent aspect of the sport, driven by a desire for marginal gains and the pursuit of perfection, or is it a result of clever marketing strategies that create a sense of obsolescence and fuel the cycling industrys insatiable appetite for innovation? In other words, are we upgrading because we genuinely need to, or because were being convinced that we do? Can we imagine a scenario where roadies are content with their current gear, and the focus shifts from upgrading to perfecting technique and strategy? What would be the implications of such a shift on the cycling industry, and would it ultimately benefit or harm the sport as a whole?