Most of them live and breathe biking. They choose to make close to minimum wage to "do what they love", they don't own the store. I think it's genuine excitement and enthusiasm that you take as elitism. Often, it's a big part of their identity... "how could anyone else _not_ care as much"?

I used to bike with a few bike shop employees and they were only in it to eke out a living doing something adjacent to the thing they love, selling bikes was not their passion, riding them and talking about the tech was.

At least 10 years ago, wages in the whole sector were pretty low, so you'd only work there if you really wanted to and valued perks like buying bikes at wholesale (hey, that's half off) and having access to tools or a mechanic buddy.