Originally Posted by StanSeven

I think you're really off here. The clear majority of people doing upgrades are doing it for performance. Things like lighter frames, deep aero wheels, electronic shifting, aero clothes and helmets, etc., all give a performance boat, although some is slight. The second reason is because it's their hobby/interest/passion and they enjoy nicer things. The proportion of vein people that do it for self-image is small.