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@OneLessCardigan
"Many see cycling as, at best, something reserved for country weekends rather than everyday travel. The few who do ride in cities tend to be keen enthusiasts, thus reinforcing the niche image."
Doesn't seem right, in my experience in Ldn. Look at any A-road in london at 8am on a weekday. Loads of cyclists, many of whom it would be laughable to call enthusiasts (and they would share the joke).