I liked it. Have to remember who the goal group is - everyday not sporty women who do not cycle at all, but could be convinced to do so, especially for transport. Not women in general, not tomboys, not women involved in other sports already who don't have the time or inclination to cycle. And certainly not us It's a fair assumption that many in the goal group do not cycle because they feel unsafe, don't know what to wear or feel selfconscious in bike gear, don't know much about bikes etc. I don't think that's patronizing, just realistic.

And sure, a lot of this applies to male beginners as well. But cultural standards for men are different.