I think the type of person that balks at £1.20 for a cup of tea would probably keel over and die at the thought of £120 shorts.
I went on a CTC ride a few weeks ago on which there was quite a lot of Assos kit. Leathery old people aren't all stingy - though I must admit, I have come across CTC riders who thought nothing of buying houses or flats for their student offspring, but ate sandwiches in bus shelters, watching the sleet falling, rather than pay for a nice hot meal in a pub.