Bingo. That I do get. I like their stuff, but the team reimbursement is such, it would be seriously silly to go out in anything but team kit at this point.
I have two Rapha merino sweaters - they're among my favorite articles of clothing. I wish they still made that particular series; I never did get my hands on the button-down version, despite ordering it three times. They did just release a new sweater, but it's got a synthetic wind block panel on the chest and... meh.