It's the shops. For years now bike shops have been faced with the same questions and given the same answers that profit them the most. Is very rare you will go into a bike shop and be told "don't buy this, it's rubbish" or "this cheaper one is just as good". When you ask in london bike shops they always aim you at the roadie expensive stuff as it brings in the most profit.
bike noob: "hi, I'm new to cycling but I really want the best stuff, will be cycling on roads to work and back, what do I want/need?"
sales person: "well you will want one of these road bikes or a hybrid, some of these jerseys, these cycling shoes, high vis, this light set is on special offer, this D lock we are selling for £15, one of those hats over there whatever matches your clothes, that will be £££"
bike noob: "will this keep me safe on the road?"
sales person: "yes, we sell lots of high vis jackets and most people buy these lights they really make you visible on the road"
bike noob: "awesome, I'm going to get to work so fast now"
sales person: "awesome, I made my months commision tucking this guy right up"
I forget which shop it was but one of them got slammed before for running a huge ad campaign for high vis and lights on the back of a death.