>>>>Agreed. I'd like to see ANY official marketing that says "You MUST wear lycra, use clipless pedals, ride a road bike, etc, if you're going to be a cyclist." Most of that attitude comes from other cyclists, and even then it's overstated.<<<<<

Wouldn't you say that the cyclists are brainwashed by the advertising? Otherwise, why would you see 50-year-old men pedaling 8mph on recreational paths with those dopey-looking pointed helmets designed for Tour De France riders? It's not that the advertising literally insists that you need all the paraphernalia, but between the popular bicycle rags and the desperate-to-survive LBS owners, the industry has done a real number on all of us for the past 30-40 years or so, creating a standard for "The Serious Cyclist" that is unattainable for many and undesirable for (I'd say) most.

How come every bike shop in my area has walls and racks brimming with hundred dollar shorts, jerseys, goggles, computers, and every other non-essential item for cycling, but I have to go online to buy a basic set of tires or an emergency spoke repair kit that should be in every saddle bag but can't be found in a single bike shop?