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1. I don't think Cervelo has a custom frame program at all...except maybe for their pro riders.
2. Unless specifically paying someone to be your punching bag, no expenditure of any size justifies being a dick. And $4,000 for a road bike isn't even spending a lot. That'll get you a mid-level Cervelo frame and, like, an Ultegra gruppo. La di fucking da.
3. The folks at Cyclepath are super-nice. Very laid-back, relaxed atmosphere. Very friendly and helpful. Dropped in there once with a buddy who was shopping for a new saddle. They gave him a Selle Italia to try out...a free demo saddle that was worth around $150 retail. Didn't ask for a deposit or even a credit card #/imprint. Just his phone number. That's the type of folks they are.
Kudos to the owner for making the jerk apologize, even if it was an insincere apology.
In my experience it's the folks who have sort of almost a lot to spend (i.e., wannabes) who have to prove somethign and get an attitude. The really rich ... welp, I don't even usually get to be lifeguards at their pools but they tend to know who to talk to to get somethign done instead of wanting to just make somebody else as miserable as they are insecure.