[TheTon]

This idea was already tried with the hour record. Between 1972 and 2014 a standard bike was used to match what Eddy Merckx used.

What happened was cyclists lost interest in the hour record because the bike became too dissimilar to the bikes they were riding professionally.

After a new rules for modern bikes were introduced for the hour record, interest was renewed in the discipline.

For something like the Olympics which is a one day road race or individual time trial, I think the current UCI rules for those bikes are fine. Everyone is on roughly competitive bikes. Marketing aside, I don’t think anyone really thinks the top Specialized bike is better than Canyon or Cervelo or Trek or whatever.