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@Multi_Grooves
My initial thought is:
If I wanted "style & celebrity" I'd go to a wanky bar on Brompton Rd. When going on a bike ride for a day I'd rather hang with people that ride or have the intention to ride NOT folk there because their PR people suggested using/reducing it as another trinket for their publicity.
It's a somewhat blinkered, cynical, elitist and childish view point.
I guess *if *it raises the image and accessibility of cycling in London and beyond (to those either considering cycling as a mode of transport, or helps with acceptance from drivers) then it's a great thing -in addition to monies raised.