That's a sh*tload of money for Rapha. They're a good marketing company, but do they have any IP? (I'm a fan and like the Proteam line, and as a marketer appreciate the solid brand building they've done. They are a marketing company, after all. Assos is a product company. Castelli is both.)
They certainly put loads into their marketing but personally it's never done anything for me and I recently have been drawn to going back to them based on product functionality alone (and yes I do recognize that most of their success is from drones with a lot of disposable income that are drawn into the cool/hip factor + (former) team sky association they bring). The cut and material on this year's short sleeve aero jersey (small) is absolutely perfect for me. No sag or wasted material at all without being uncomfortable and the sleeves are coolishly long. I've been trying other brands because my bibs are wearing out and hate the fred factor associated with the brand and figured I might as well get a matching jersey to go along with the replacement but everything else seems to fit like a tent, are too short in the sleeves, and have obnoxious or ugly color/pattern/logo design (yes, including assos/castelli)
I begrudgingly decided to go with ORNOT who have a couple of nice jersey designs but again, fit like a tent and have too short sleeves at size small and extra small is way too short torso+sleeves. If it wasn't for the eye-roll stigma associated with Rapha, I'd probably happily wear the few products of theirs I actually like year-in-year-out, especially when they dump their entire range for sale at the end of summer every year.