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I think the loveable bit is due to the fact the shots of him on a bike, face going 'full Aru', aren't some un/lucky papped 'caught me at a bad moment' image. He genuinely looks like that. All the time (on a climb). He must do it for the crowds.
Can't wait for the inevitable day (as mentioned in GT threads passim) someone runs up beside him in a full Partridge mask shouting SMELL MY CHEESE...
He's pro-cycling's Ed Miliband