I have to admit, first week I lived here, I cut off an eastbound cyclist in the counterflow lane (it's one-way eastbound, so not a "wrong" way). That was 27 years ago; the markings have improved a lot since then, as has the awareness. But as a college town, there's significant population turnover, so always a new crowd to educate. And indeed, it's better than the alternative, which would be close to a mile through campus with no decent eastbound option. There's also a path in the old rail corridor from Monona Bay to Camp Randall that wasn't there 20 years ago, which has taken a lot of the traffic off the counterflow.