Originally Posted by BigFloppyLlama

Yeah, I noticed that a while ago as well. At least Trek seems to take advantage of their star rider. I was reading It's not About the Bike today in English, and despite there being a picture of him on a bike open someone asked me if he was "the guy that went to the moon." I suppose I can forgive their ignorance as I really don't know much about many other sports, but it is pretty disheartening seeing people so oblivious to an prominent American sportsman.