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I'd do it myself, but im just too lazy and have no time. plus I dont want to spend £££ of pressure washer, cleaning products and what not. They said they've even add special wax to give it a shine. hmmmmm really considering it!
and sorry yes - to answer your question, I think they're targeting ordinary commuters with standard road bikes.
Are we talking detailing vintage/exotic bikes ready for the concours or cleaning some dank, post-winter skeff off a beater?
I imagine anyone who cares enough to notice their bike is dirty would do it themselves?