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@bothwell
This is true, but I'm annoyed that they've specifically linked it to L'Etape which isn't about encouraging new / less experienced people to do longer rides at all. It feels as though they want the sporty element because that's what the company understands, but they said '100km' because they think "women are all inexperienced cyclists so anything more than a 5 mile commute is a herculean task for them. You go, girls!"
The SF crew that have swapped the 100km for 100 miles (that's listed at the very bottom of that page) have the right idea, I think. It's more in the spirit of L'Etape and isn't a special "girly" (by which I mean "less difficult") version of a traditionally male sport. They should have chosen one or the other - is this about encouraging new riders to ride more than they usually would, or is it about celebrating the brutality and triumph of the Tour de France?
TL;DR I hate you, Rapha, mostly because I can't afford your stupid clothes. #sourgrapes