Like most things velo, psychology plays an important role in one's perception and even performance. Sometimes I'm engrossed in thought, and I find that I've just breezed up some hills which normally kill me if I'm paying attention to riding.

Same with wind. When I first started riding again as an adult, I really hating riding into a stiff wind. It was murder, I tells ya! I then adopted the attitude that I wouldn't care how much it slowed me down, I'd just ride, and at least I was out there enjoying the weather and scenery and getting some exercise- and you know what? When I stopped caring about the wind, and stopped trying to fight it, my rides became a lot more pleasant. My spped nor effort didn';t really change, but just accepting the wind rather than trying to do battle with it, just made me so much more relaxed and let me enjoy what otherwise would have been an annoying ride.

I think most cyclists would be a lot better off if they stopped obsessing over gadgets and equipment and data, and started working more on their attitude toward riding- it really makes more of a difference than just about anything else.