I suspect the hand of Rapha in this. How can you sell the image of miserable-looking, helmetless, bearded, long-distance cyclists on retro-bikes, when there are still tight-fisted old codgers rocking the look on threepence ha'penny? There are bound to be accusations of inauthenticity while the real thing still exists.
So the best plan is to turn Audax into a bastion of commercialised conformity, so that the retro-merchants can hark back to a golden age. Rapha can then sell us what we had, at a premium.