Good convo. I am torn on this one.

I cringe at a hype cycle and the ecosystem of professional cool persons doing astonishing events. It all feels a bit like ego and brand development to me.

But I do highly respect their accomplishments nonetheless.

I can certainly understand where this stuff will inspire and bring many new people to biking... and more humans on bikes ALWAYS a good thing.

Lastly I do value the notion that events like the Divide push both humans and gear to the ultimate limits; this benefits all of us through improved understanding of ourselves and better product design.