Custom Frames and New Builders

[m4rk540]

Something cool versus something good.

Why?

A buddy just bought a klunker from a builder who's been in the industry for a few months. I don't understand the consumer psychology here. I get standing in line for 2 days for a new drop at Supreme or spending $600 for a scarf from a 21 year old designer who will be the next Tom Ford. But a year's worth of house payments for a frame you'll ride 4x a month? No judgment! Just wondering how people rationalize sending their hard earned cash to a non-proven entity for a discretionary bike purchase. In other words, why did the first 50 guys and gals send their cash off to Sacha. Or what's your thought process in the post-Serotta era. Are people still rational or is it all about emotion and experience?