I guess the recent comments point out how Grant has backed himself into a corner. He points out (correctly in my view) that there is too much marketing hype. But he is in the business of selling bike stuff, so he has to market it, which includes at least implying, if not stating, that his stuff is superior. So whether or not there is a contradiction, there will appear to be one.
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rhm maybe we can boil it down by saying you don't need any equipment or training or fitness level in particular to ride a bike; you should just ride.