I got this strange catalogue from Evans.
There was a whole section at the back about the Ride2Work scheme - a benefit-in-kind tax wheeze where the government subsidises commuting bikes. However not one bike in the entire catalogue was an ordinary comfortable road bike of the sort I would consider commuting on. Every single one of them would give me a crick in the neck; most had no mudguards, no lights, and no way to carry anything. These bikes are.. incomplete.
There was a piece about riding in hot weather. All tight fitting clothes made from 'performance' fabrics; not a single linen shirt! :-)
I understand that this sort of thing works for many of Evans' customers, but they're preaching to the converted. Buy a mountain bike or a racer for commuting if you're already into that sort of riding. But if we're going to get more ordinary people using a bike just to trundle around or go to work - which I think would be fantastic - we need to not put them off with this focus on high-performance machines and special clothing.
The last thing the non-cyclist needs is a bike with a razor-edge seat, skinny tyres and no bloody mudguards.