or more like so lacking in popularity that people don't hear about it until later. i honestly didn't even know lance armstrong rode a bike (although i did hear of him) when i was in highschool. there are much more expensive sports out there.
also, things that severely limit your social life in college:
1-not partying all the time
2-getting up early to ride every weekend
3-wearing lycra and spending most of your time with other dudes also wearing lycra
4-spending all your money on bike stuff, race fees, and food