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@edscoble
I can actually see it being use for everyday riding, commuting specifically since it doesn't required a certain rack to be installed on your bike (especially if it wasn't build for one), you don't need to carry it on your back and get sweaty in the hot summer, weight distributing will be equal.
the obvious downside is simply needing to keep the bag flat and limiting it to certain bike.
If it become successful for the DD, I defintely think it worth talking to Joe from BMW about producing a limited run of those bag to be sold with customer's BMW.