Absolutely agree with a lot of that shootingstar; I just think we are nibbling at a problem that requires big bites, nursing the victims rather than fixing the problem. And there does not seem to be a silver bullet - it will take political will and a multi-pronged approach using the best of behavioural research beyond simple enforcement. Most people won't be simply encouraged to ride; it will happen for most when it becomes the easiest/cheapest option; the path of least resistance if you like. And that needs things like congestion taxes, strict liability, end-of-trip facilities, sensible bike parking, safety etc. The gently gently route will be long and slow, and maybe that's all society can stomach.