There are dozens of reasons to get Britain cycling.
It ticks all the boxes: helps cut obesity, unclog the traffic, lighten all manner of environmental problems. (All the best solutions have a high bird-to-stone kill ratio.) That’s from a local government point of view.
But winning over the hearts and minds and wallets of the good people of this country, that requires a big change of public image for cycling.
People want to be allured, tempted, seduced. They want to imagine themselves in the lifestyle, to buy into it. And most folks want all their friends to be doing it too, so as to fit in.
And because people are more rational where money is concerned, they need a good measure of incentives from the government sprinkled in, to make kicking that crazy car habit more financially appealing too.