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McWobble - the culture of utility cycling is well on its way in London, particularly amongst the cash-strapped young. Ordinary people going on their ordinary commutes to ordinary jobs. Of the four or five (I've lost count) regular cyclists in my office, I'm the only one who does it at the weekend. On the other hand, I'm also the only one who wears a suit not lycra and doesn't wear a helmet for the trip.
How you take that beyond London and get that four or five up to 9 or 10 I don't know - I suspect you just sit and wait for a few years.