As the article implied, these women are "bait" to get customers to the booth, then hopefully a knowledgeable person can "take over" and talk shop. I agree that it would be nice to have cute women/men to discuss bikes (or whatever). I have no problem with lovely women doing a job. As one said, "It's my job". I see nothing wrong with using your "assets" to earn a living in this setting. Marketers know it obviously works or they wouldn't use it. And heck yeah, I'd love to see some hot men luring me to a booth to see me brake hudz or whatever. Most men I talk to at bike events are the scruffy, plaid shirt, cargo short wearing guy who look at me like, "why is this old broad talking to me about bikes?"