Substance: There is something unique about a rider who has mettle, yet doesn't wear it pinned to his chest. In a sport of front, dominated by flashy bikes and garish personalities it is refreshing to see quiet efficiency in practice. We all know and see these riders, and at the cafe when talk turns to respect - it's them that everyone agrees on. There is a place for understatement in cycling, and we need to make it as big and brash as possible.
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