I feel about "them" something of what I feel about Sustrans cycle paths. It's good the see people out on bikes enjoying themselves. It's good to see people doing so in ways they might not otherwise do or taking on challenges they might not otherwise. Anything that raises the profile of cycling or normalises it has got to be at least partly a Good Thing. All that is good and I'm not churlish enough to deny it.
But neither promotes the cycling experience as I value it. Cycling is about freedom. It's about spontaneity. It's about self sufficiency. It's about exploring. It's about connecting, with the land and the landscape. It's about being normal, as normal as walking, wearing the same clothes, using and sharing the same collective networks developed by generations for society to do just that. It's about stepping out of my front door, getting on a bike, and just cycling. And it's not about sport.
Neither Sustrans nor the Prudential exactly promote cycling as I love it, except as a stepping stone. Which is why I get sad when they become the mainstream of cycling, or at least of the public presentation of cycling.
(And I haven't even started on the ethics of sponsorship
)