Other than for personal pride, why would a pro that has had to walk up a 28% climb at the end of the race not just jump in the broom wagon? they aren't going to win it clearly, and its not a stage race requiring their presence tomorrow. they'll save their legs into the bargain.
The 28% climb was in the last 10km. They've just ridden 250km at the sharp end of the World Championships. Why on earth would they give up at that point?
Even from a logistical perspective, waiting for the broom wagon would have taken them far longer than just cresting the hill and cruising the 6km or so to the finish line.
Or is their some £££ for crossing the line that isn't there for sitting in a car being driven to the finish?
There's no money for the Worlds.
Indeed. If someone is that far behind they are useless to their team leader (if its even a team structure available) anyway.
Well, firstly, yes, it very much is a team structure - each nation has its protected riders (although it doesn't always necessarily work out when there are several big egos riding for the same country (although doesn't appear to have been an issue this year))
Secondly, the hill was in the last 10km. The time for helping team leaders was over - the French and Spanish team had delivered their protected riders perfectly at the bottom of the climb (Valverde, Bardet and Alaphilippe were pretty much invisible for the first 6 1/2 hours, which shows you how well those nations had done their jobs). At that point it was over to their leaders to deliver.