In reply to Jabbott:
> I've noticed loads more people out on bikes on my two days commuting this week
Part of Sky's aim was not just to be a successful trade team, but to encourage more participation in cycling in the UK*, so it looks like they're winning on both counts. It's great to see, and although I've not lived in the UK since last year, I'd noticed an yearly increase in the number of people taking to the roads on their bikes.
This years Etape was positively infested with Brits!
*OK, their main aim is to shift more Sky TV subscriptions, but you get my drift.