I'd seen and heard of this at this years Paris Roubaix classic race. Kind of a yawner really as is anything related to computer/tech and bicycles. Nothing surprises me in this a the world of pro cycling is driven by sponsors/manufacturers as without them, there is no team to speak of. It's not like any other sport where there is a team owned by someone that participates in a league of some kind, gets revenue from adverts and such, nope, these teams are entirely dependent on the sponsors for everything. Sponsors are looking to sell the latest gadget, and pro cyclists are the perfect dupes to to model the products to the public.
Sure, while I'm not into tech with any form of transport, there are many who are and that's who's buying this stuff. Visit any cycling forum you'll see lots of people with money to eagerly buy the latest and greatest product, whatever it may be. Hasn't that always been the case ? In "their" shoes, I'd do the same, so there's that, no room for condemnation.
I had a lovely cold bike ride today on my lovely mechanical bicycle wearing my high fallutin' road clothing that kept me warm and comfy, and I can't ask for more than that.