I am indeed talking about consumer high-end cycling, and I see it poisoning peoples minds in my city with their marketing that says to be eco-friendly and cycle to work you have to buy a brand new bike for £1000. I am arguing about the case in my city and the direction I don’t want to see cycling in general take. I agree with you that in many places, cycling is much better, the Netherlands is a great example. I am not going after cycling as a whole, just the rich directors of Shimano, SRAM, Trek, Specialized, etc. that have greenwashed expensive high-end cycling and make people believe that they need the latest stuff. I am not saying that the industry is already in a bad place, just that it could head that way.