I have to totally disagree with this.
Everything has its virtues, and its limitations. It is important to understand those limitations. While wool is great, it is not a freaking rain suit. Get a thin overlayer for those type of conditions. You are comparing apples to oranges there.
There is plenty of peddling high performance sports wear going on too. I personally do not buy into all the hype around gore tex either. While it is breatheable, the rate at which it can expel moisture is NOT even close to the rate your body produces it. Therefore, it nowhere near justifies the cost and proper venting is the real key there.
My only point is, there is no ONE solution. You need to understand what your stuff can and can't do.
For example. I wear wool all the time in freezing temps. No worry about rain. In fact, if it can rain, it is almost too warm for most wool, IMO. However, if it is going to rain, an appropriate thin outerlayer turns that wool into a terrific mid layer. No need to disregard it as an option all together!