I bought a 10 speed chain and cassette for my fatbike and later my LBS told me it was 9 speed. And then we all had a good laugh at my expense. So it's not just the rubes. In their defense, I didn't tell them what bike it was going on when I bought it. I really want 1x for my wife's bike, I think it would make her a lot happier. She's not going to wear it out through over-use though.
For a lot of the riding I do, I think 2x is still best. 42/28 has worked really well on my gravel bike with the caveat that the Q is terrible and I would rather not use 175mm cranks. So being able to mix and match on road crank arms is really attractive. I think it's a bit silly to see gravel bikes with 50/34 chainrings.
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