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Thanks for the piece. I remember reading Mountain Bike Action in 1996ish and all their gear reviews, and they made me feel bad about not being able to afford new gear. So I stopped reading that magazine (at the time it seemed more gear-heavy, others like Bike iirc were less) and my relationship with new gear improved. I'm sure the marketing web is spun way tighter and is much more sticky these days, and much harder to escape!
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