@mariellequinton@ottawa.place @erin@ottawa.place Exactly. They'd feel ripped off if they couldn't somehow live as if the marketing promise were actually delivered in real life: happily bouncing over pristine mountain tops in a wilderness unencumbered by anything or anyone else but them. Bikes disrupt the fantasy, and, being the lightest, least-protected, least physically powerful vehicles on the road, provide a handy target for that dopamine hit of superiority.