Considering their bikes start at $15K, "everyone" is unlikely to be able to afford it.
I love to buy local, and I love to cycle, but what I can afford is $2K. Which is why I'm still riding the same Kestrel (full carbon w/ SRAM Force drivetrain) I got on Craigslist 8 years ago for $700, and on which I've since replaced a number of components, but have still spent < $2K overall. A comparable bike new these days would be at least $5K.
It is fine to ride a cheaper / older bike but if you are really into it, you will tend to spend more (just like other sports / hobbies). Mountain bikes have come a very long way in the past 5-10 years.
I love to buy local, and I love to cycle, but what I can afford is $2K. Which is why I'm still riding the same Kestrel (full carbon w/ SRAM Force drivetrain) I got on Craigslist 8 years ago for $700, and on which I've since replaced a number of components, but have still spent < $2K overall. A comparable bike new these days would be at least $5K.