I just read the article, just skimmed it first time round. And I was thinking that - sure, I'd prefer if these people wore a helmet, or at least demonstrated a minimum of traffic sense (which they could have I guess, but it certainly drowned in the "looky-me I can cycle too and look chic"-message) But at the speed and distances they're probably logging it's doubtful that they're going to be a big part of the accident statistics. Toodling around for short distances in the inner city where traffic is slow isn't really that dangerous compared to long-distance commuting on heavily trafficked roads.

And we can't expect people to just "become cyclists" and adopt cyclist culture as we see it overnight. If cycling is to become more popular, well then, the popular crowd is going to cycle their way. That includes chic clothing, viewing hip bikes as accessories, and baskets, dogs and whatnot as fashion statements. And maybe not helmets. The best we can do as a cycling community is send the message that yes, cycling for transport is for everybody, and no, you don't have to look like a spandex-wearing superhero, BUT you have to remember that you are in traffic and behave responsibly. It's not cool to behave like a super-fast and unpredictable pedestrian, urban cycling chic is about being civilized, predictable and on top of things.