The point is well taken. Cervelo does a very nice job in building a word picture for a fantasy purchase, which an expensive bike definitely is. Web copy needs to be crisp and to the point, but it doesn't necessarily need to be short. To sell someone an $8,000 frame, you need to give them a lot of detail to get them to daydream enough to have the desire to spend that amount of cash.
Other manufacturers go on about how great their carbon tubes and joining techniques are, but Serotta owns the premier facility that supplies some of the other expensive brands. Holy smoke, make a huge deal of that!
And Chris Carmichael, who probably has Madones up the wazoo, apparently shelled out to buy himself a Meivici. Get him to tell why!
Have the marketing folks take in some of the work of Gerry McGovern,
http://www.gerrymcgovern.com/
Ultimately the web is still all about the words.