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It's an interesting question--it was often thought that hire schemes could contribute to increasing bike ownership by convincing people they should have their own. I have no idea if anyone's studied any of that. The last thing I remember seeing, ages ago, was something on people who didn't have space to keep bikes at home.
Oliver Schick
@606
And why does anyone need to go into a bike shop when you can pick a bike up on the street and pay 50p for 1/2 hour, or whatever it is?