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@Balki
I think its profiteering. If i purchased my first bike from Evans and took them at their word about all the brackets and bits I'd need, paid their exorbitant installation costs, took it to the park to learn to ride, loved it, learnt about maintenance etc and realised they had charged me £12.50 to put a set of 10 quid cateyes on the thing I'd be mildly annoyed. I'd never shop there again because they took me for a ride (so to speak)
Sure, theres not a person on this forum who cant do all of those things but there are people out there who cant - how many of your friends/family do you regularly educate about bikes? I'd say for most on here it probably happens pretty frequently. How many have you introduced to riding? If I buy a 50 quid lock and felt so inclined to mount it on my frame, I'd expect the store to spend the 35 seconds it takes to have it "installed".
I don't subscribe to this "if you cant do it yourself, you deserve to be fleeced" nonsense. You'd never say this about any other tradesman - electrician, plumber, auto-mechanic. Its fucking thievery.
This "Evan" character can fuck right off.
Bicycle Magic FTW!