that’s so enticing? Why does it seem like every single company in the cycling business is getting into the wheel game? Is there something I don’t know? Are carbon rims the secret cash cow of the bike industry? Perhaps we should ask Mavic, the 125-year-old French rim and wheel company that recently went into receivership, if they’d recommend getting a foot in the door. It’s as if you can’t be a legitimate bike company until you can add the word “wheelworks” to the catalog. When did this become

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