The thing is we forget what happened with Schwinn and where Giant came from. Go google it. Giant was Schwinn's contract manufacturer in far east - schwinn saw lots of savings so got them to do everything. Next thing Giant closes the tap on Schwinn and starts making Schwinn's bikes basically as their own. Thats the precis version and the summary of the lesson, and they weren't the only high end American manufacturer caught in the trap.
So now play this back again in the light of Pinarello, Specialized etc. being made in far east essentially as are all ally frames. See what can potentially happen and especially if the margins are nice and fat. As an LBS I would willingly support a high margin brand of no name brand bike if i could get it reliably.
There are many stories about the bike industry but the simple truths of economics are really at play here and supply and demand and bubble markets caused by aberrations and false conditions which will normalise.
An XTR equipped Specialized Sworks M5 alloy in 2005 with everything on from Fritz was R 35k and then I thought I was crazy. The same level of bike is now 6 x to 7 x the price. An Epic Entry and costs in 2006 was R 30k all in. Now R 100k for the entry alone and add on all the extra costs.
The maths dictate that theres a lot more fat in these equations. Where it is in the supply chain TBH i don't know but my instincts tell me its the manufacturers who are making 100% margins - the Shimano's etc.
FWIW I just built a simple hard tail ally bike for pedalling around locally to ride some of the more risky routes where i want to be able to ride on gravel cause theres no shoulder. All in for R 11k with 1 x 11 and a Rock Shox Revelation I had lying around. The bikes spec would have been seen as very high end hardtail 8 to 10 years ago - now its cheap as chips. Its super light, low maintenance and easy as pie to take off the rack and just pedal. And lots of fun to ride (although hard tails and old people who are used to full sus are always going to be a bad mix :-)).
The point is i could have spent R 45k getting exactly the same thing or more of it. So its also the fact that we always want the carbon wheels , the new frames and the 1 x 12 groups that is the craziness. You don't need it. What you are riding is probably way better than you are at any given time. You want it. And that want is what makes you rationalise spending silly money on bikes. I have done it many times - bought the ultimate in groups and put it on cutting edge frames and then had this beautiful bike thats lovely to ride but no real difference from my previous bike when it comes to the actual riding. We buy in to all the BS about FACT carbon and Sworks and Pinarello Dogma and the electronic shifting with 1 x 12 and the need for XTR or Dura Ace or Record or AXS which the whole industry touts, but if you are clever and buy something a bit older second hand and then keep it for some years you can ride last years cutting edge which isn't good enough for someone else but way better than what you had or what you are capable of actually finding the limits of.
The industry is designed to perpetuate the myth but the truths around cycling and building simple bikes that ride well, will always remain the same. Whether on an R 11k hardtail or a R 270k ebike you still can only go riding with your mates and the sensation of the ride is all the same for the R11k rider when you come back for coffee after the turn for home. The guy on the fancier bike gets the same experience of being out with mates and the same enjoyment of his race or his ride as what the guy on the cheapest bike does. And thats why we do it - or am i wrong?
FWIW when I went to TDF for the last week in 2004 the Europeans were astounded to see the bikes the South Africans unloaded from the bus. They couldn't believe that there were so many Colnago C40's, Pinarellos, Litespeed etc all specced to the best with record or Dura Ace in one place. They honestly thought we were semi pro cause there was no way they would spend that amount of money on recreational toys. Most of them were on ally frames Giant TCRs, Trek and the like or even older Steel. And they rode them well and stayed with us and dropped us on many climbs. The thing is they weren't focused on the bikes and the peeing contest of who had the best hardware, they were there for the riding.
Long story - but it all really rides the same give or take a bit. So the top end Specialized Epic Sworks MTB is as good as the ally low end give or take 10% TBH. IMO that is. And the skills needed to extract the difference in the two platforms dont exit in 98% of the riders. So 98% of us would be better off with the cheaper bike or wouldn't be any faster. Same for all brands. The Ally ebike is as good as the carbon one TBH. The pedestrian mid range fork is good enough for weekend warriors if tuned correctly.
You dont need the fancy stuff.
You want the fancy stuff.
Thats what the big brands know and they work on that marketing and psychology.
My 2 cents worth.