Just as Luis Suarez's gnashers and our new-found fascination with managers' pay-offs and wine lists have distracted us from the football, so this little ditty distracts from the racing.
At worst it is dirty linen being washed in public, which is undignified and unedifying. I cringed last year when spouses and significant otters were tweeting about the rivalry. It was as cool and dignified as the self-publicising by the Speaker's wife in Westminster. A tweet looking for something to have a view on. Grubby.
At best it is a pro-cycling team trying to whip up a little dust cloud of media interest and to associate in the mind of Joe Punter the Giro (largely ignored outside cycling circles) and the Tour (on which everyone who has ever seen a bicycle is a self-appointed expert).
It might add a little frisson during the Tour (it probably will if both riders start and stay in the race) but at one level it's all a little Prost/Senna or Vettel/Webber or Villeneuve/Pironi.
I am one of the mugs who didn't think Wiggins would take to the road too well and didn't see him as a GT winner even after his strong showing in LA's last Tour, so I know nothing. Most people I know had him down as a TdF winner from the off. They hadn't heard of the Giro, so didn't have a view on that.
As a neutral, I'd like to see an unfancied rider come through and do a number on Sky, but that isn't really how the TdF works. Sky look strong right though the squad and have the management in place to win both, with whichever rider.
I'm looking forward to both races nonetheless. It's like summer again....