i dont really think I am making excuses, that is the way I see it. i dont think ridley and cervelo are really doing the same thing, several years ago I would say ridley was doing the same thing but now they have 34 different models, womens/mtb/etc.etc. They have shifted from what they were doing and are trying to be more of a full line company now.
yes ridley does very well with cross even though it is a smaller market, but cross is a big part of their business model and a big part of what keeps them going. And Tri/TT is a small market but it was the main part of cervelo's business model and a big part of what keeps them going. But jumping into other smaller markets for the sake of offereing more models, may not always work.
Even some of the larger companies when they make something like a cross bike, loose money on it in the end, and they add cost to other models to make up the difference, cervelo's are very competitivly priced, and I hope they stay that way.
I realize that europe and US are 2 different markets, but at least here in the US. A cross bike at that price range is not a good market. In fact very few shops can make a living on bikes over 1500.00, that is why you see so few shops with high end bikes, but the handful of shops that can do it, tend to do it well.
Back to the original post, getting everything the same is no fun, variety is the spice of life