Pro cycling seems blue

Watching the Tour de France this year I can't help but notice the proliferation of baby blue in the peloton. Milram, Gerolsteiner, AG2R, and now Columbia all feature large amounts of the color in their team kits. What really puzzles me is why Columbia would choose a color that is so close to Milram. If the purpose of the team kit is to be recognized and provide exposure to your sponsors, it would seem that being distinctive (within reason) would be a good goal for your design. It's important to have colors that are consistent with your sponsors image and corporate logos etc. but it seems to me that quite a few other colors would have fit that bill for Columbia and would have allowed their riders to stand out a little more clearly. Oh, well, at least the god awful bubble letter "High Road" logos are gone.