When evaluating bikes to buy, a consumer can quickly achieve an understanding of a bike's expected performance, appearance, cost, and purchase process. On a particular brand of bike, the consumer also has the ability to upgrade (or downgrade) components to match their particular intended use or purchase price.
A user may decide to buy a bike in a given configuration to meet their budget, then upgrade it over time with new components. While this isn't as efficient as purchasing a bike exactly as desired, this is an option and the expected performance of the components and the whole bike can be evaluated by a potential buyer.
The net result is an experience where a consumer discovers the attributes of a bike, evaluates how they'll use the product, and matches the expected performance and experience with their ability to buy it.
Bicycles are a product and this process is called product discovery.