So, what image are they going for exactly? Please provide some screenshots of adverts or product descriptions in which you feel slighted by the wrong image.
To be fair, instead of assuming, I went to the website. I clicked through some products. I read the descriptions and took note of the prices. I watched a few adverts and looked at their pictures.
I saw nothing that would lead me to believe they're trying to intentionally create a culture to exclude people.
Their prices for their basic bib shorts were actually in-line with the entry level Castelli and other good quality bib shorts or jerseys. Just because a person's budget is below that, doesn't mean anything. It is what it is.
I chalk this one up to "hate on the guy driving a Porsche, he must be a horrible person".