SRAM decided to do something clever : instead of giving money to pro-riders to promote their products and hope regular people will be convinced to buy the produ

SRAM decided to do something clever : instead of giving money to pro-riders to promote their products and hope regular people will be convinced to buy the products ; they invested in partnership with bike manufacturers, since most groupsets are sold already assembled to a frame. More and more new bakes are sold with SRAM components than it used to be. So people have now more opportunities to pay for SRAM products on a new bike, and afterwards buy replacement parts when required. Also, for each given price category, SRAM is usually a bit cheaper than Shim. Meanwhile Campagnolo is more and more expensive while offering nothing more than the two others. Also less partnerships with bike manufacturers, even Italian ones. And some Asian brands are starting to be more and more reliable.