They haven't come up with a consumer-focused "product" that would cause less gas to be used, other than a hybrid car, which is expensive and of minimal environmental merit. As a culture, we have no problem with "buying stuff" to solve a problem, but we can't seem to latch onto the idea of "not buying or doing stuff." Everything needs an advertisement and price tag to be compelling to us.

I guarantee, the minute I start talking to someone about all the cool gear they can buy for their bike, their eyes get sparkly and they get excited about cycling to work. Up to that point, it's just "meh, what's the appeal?" Environmental benefits, health benefits, economic benefits -- unless it's sold by someone, it has no value.



EDIT: And that's not to say I don't buy into it myself. Adding new stuff to my bike gives me pleasure. I can't even use environmentalism as an excuse, because I know it's just compulsive consumption that happens to have been channeled into cycling gear. Oh well. So be it. I'm just grateful my consumption obsession doesn't trend toward Hummers or veal or something slightly more evil.