Definitely for Rapha and Assos buyers. I bought it, but I doubt I'll buy it again. Even though I definitely qualify as a 'MAMIL', and I love gadgets, technology, and expensive bikes (at least to look at), this has the feel of being too self-consciously for ex-golfers who have found another way to express their wealth.
I also looked at - but didn't buy - 'Urban Cyclist'. A bit like a fish out of water in a small Suffolk market town! Right up its own trendy arse, and about as useful as Time Out where I live. Should only be sold within 10 miles of central London (or somewhat closer to the centres of Manchester, Birmingham, Newcastle, Glasgow etc).