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@hoefla
That's a really clear reason, and one that everyone can get behind, would be good if people were more aware of it. I realise it's been mentioned several times upthread (that the available funding is specifically for cycling infrastructure improvements) and I just didn't click... (with the branding).
In fact even the most anti-cyclist bod would welcome the idea that you win the cycling stuff money and use it for not just cycling stuff. Screw you cycle stuff funders!