Set-up As I rode my Ritchey Breakaway, with its mix of SRAM Rival, Force, and Red components, to Bespoke Cycles in San Francisco I felt a bit of a fraud. It was Parlee demo week at the shop, part of Parlee's program to publicize its new aero bike, the ESX ( web page ). More info is in this RoadCycling review . Designed by Parlee, the frame is built in Taiwan, sold with frame, fork, seatpost, and direct-mount brakes for $5400. That's a lot, making this particular slot in the demo schedule, the weekly Bespoke shop ride, a potentially valuable one for both Parlee and Bespoke Cycles. But it didn't seem probable I was going to buy it. True, nobody had ever asked me if I was planning to buy the bike, but there's surely some moral obligation to have some minimum intent to do so. As I pedaled my Ritchey through the nearly empty San Francisco streets for the 8 am meeting at the shop, however, I wondered what fraction of high-end bike purchases went to those who had be