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Pre-Season Dating: Who Wins, Who Loses, And Who Gets Screwed In Our $125 Million 3-Card Monty Game.

Published July 20, 2010

One CEO of a top-ten bike brand tells me that as a very rough estimate, he thinks financing in all its various elements ends up representing as much as 10% of his wholesale pricing. 10% of the approximately half of all BPSA bikes pre-seasoned last year means cyclists (consumers) ended up paying almost $125 million (at retail) to support wholesale finance costs in 2009.

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