Have you ever seen a car with a spoiler? Do you think any modern consumer-directed car needs a spoiler? I think there is certainly a market that is willing to pay for the 'costume' upgrades. And there needs to be certain credibility behind it - a show off factor ("hey, check how light this is.") These bikes can be status symbols. There's a value in 'potential utility'. Also....people will pay premiums for certain phone colours.