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That video and those helmets make me irrationally angry. It's every conversation about not wearing a helmet that I've ever had turned into a graphic.
I'm assuming Endura/Pentland, aren't worried about more people cycling, and are more concerned with more cyclists wearing helmets, preferably their helmets.Or they've just made this for the ranty cyclists reaction to it. Cycling clickbait in helmet form.
cornelius_blackfoot
Doesn't actually state that the helmets would or even could have prevented any of the injuries depicted on the helmets and implying these helmets can protect from things they aren't designed to.