Full disclosure: My significant other works for R&R

That being said, I've been following the developments of the team for quite a while now (more for motorsports originally) and I was actually inspired to get off my couch and get on a bike because of what Rock is doing. I'm not exactly a follower, but bringing some chutzpah to the sport definitely got my attention and has led me to add my own slant to it.

Let's face it, most of the cycling world is/was all too happy to participate in a collective circle-jerk that followed a certain (bland) status-quo. To the general public (I'd put myself in this category) it's not an attractive entity and doesn't inspire anyone to follow it but hey, I'm here now.. and I expect more to follow.

Ultimately his marketing sense is spot-on in how he's conducting himself- we're talking about it, aren't we?