My sister has a friend that has a booth at DEFCON, the long running computer hacker/security convention. For some years he hired "promotional models." He also had friends work the booth for part of the time, including my middle-aged sister. What his friends had in common is a lot of knowledge about the products sold. They did far better than the models at getting people to stop by the booth and buy his products. He dropped the eye candy
I'm not totally convinced that alot of cycling guys are not interested in boob babes --but they do prefer fit, sexy women who are athletic as well. In hanging out in some internet forums that are co-ed, some at the very least, use boob jokes, photos as a sort of shared bravado, as a joke.

Which is what my partner seems to see that sort of tactic: an amusing joke. I know this is insulting to those gals. But how else do some guys respond to ill-conceived marketing tactics?

My thinking is a car, is what you use to ...also take someone else in a car. A bike.....well?