For me, it's a matter of having spent so much time with the darn thing, it seems to have a personality even if it doesn't. I definitely anthropomorphize my bike beyond naming it, too; I think "Here we are" when we arrive somewhere (even when I'm alone), and I imagine she gets lonely if I don't ride for a few days, and of course I give them gender.
Specialized Hard Rock-turned-Xtracycle: Charlotte (the paradox of a delicate name with this monster of a bike appeals to me)
Seven Ti road bike: Artemis



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