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He certainly hasn't cut through to be well known outside of cycling fans, in the way that Wiggins and Cavendish have.
They surfed a wave of general interest where there's now a millpond.
If we had a home Olympics and if he won a shitload of medals & the TdF*, then he might become a household name. If that's what he even wants.
(*He couldn't rely on a Giro or Vuelta win for that either.)
I think it does, cause he draws in the UK viewers for any race that fits him. Which is quite a lot I think. All the spring classics with any bit of hill or cobble and the grand tours.