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That's how advertising works, nobody gives a shit who the people are so long as they look photogenic and inspiring. With e-bikes you can get even more photogenic, more middle ground "like me" appealing people as they don't need the same fitness as regular bike touring. It's that right level of bland/average that makes the latest e-bike within range of the regular you.
Click on work with us and it only shows 4 sponsors(?). I'd think more a that rise in people who can't afford property but have income so just say fuck it and go travelling for ages, I'd have done similar if it wasn't for my partner.