I think the point being missed is that the Ribble is being compared to other big brands and the difference in price attributed to it being solely down to the label on it and the associated marketing.
The argument being made above, is that the cost saving is down to using older tech frames that no longer carry any development costs, along with blatantly selling the top spec in the picture, next to the bottom spec price!
You can buy a new old stock big brand bike for a fraction of the 2015 model, and it's still newer tech than the Ribble frames.
Don't get me wrong, the Ribble bikes are no doubt very good and many will enjoy them, but let's not be fooled into thinking that they compare.