It is and I agree with what you're saying...BUT....bike brands raised their prices ridiculously during the pandemic. They can rationalize it all they want with increased shipping costs, etc. but the fact of the matter is that most bike companies gouged people because they could get away with it. Don't feel too bad for these companies...
Shit is TOUGH out there right now. This is easily the worst quarter/season for bike brands ever. If you want to support your favorite independent bike brand, now is the time. Or perhaps a favorite rider etc.