The idea was to re-use the very inexpensive bar shifters out there and allow riders an option that has a "my shifter is loaded with mud and my rear derailleur is bent so I want to friction shift now" option.
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"...during the Lance years, being fit became the No. 1 thing. Totally the only thing. It’s a big part of what we do, but fitness is not the only thing. There’s skills, there’s tactics … there’s all kinds of stuff..." Tim Johnson