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@neu
It's the difference between what people say, when asked, and what they do.
When you say no one cares about the environmental benefit of cycling, I agree, in as much as it doesn't affect their decision to do so, but it still comprises part of their retrospective rationale for cycling.
For example, people that don't have kids might relish the fact they aren't contributing the largest environmental impact possible by an individual, however that probably isn't an important factor in their decision (if it was one) not to have kids.