I came across this on eBay, I have noticed it before but I am only just getting around to posting it now.
This is one of the biggest barrier to mass adoption of cycling in the UK. Every company selling bikes sells them as “Sporting Goods.” I doubt that the car would be in its sadly dominant position today if the places which sold them promoted them as sporting goods, showing off only the F1 cars in the showrooms, keeping the more practical transportation-oriented models out of sight. Yet this is what practically every bike shop I have ever visited does. If you want to get around on a practical everyday bike they can oblige, but the range of them is always small and they are hidden at the back of the shop (or they have to order them in from their supplier). It is ultimately self-defeating for these companies to promote cycling as sport. Far more people want an effective and easy way to get from A to B than want to participate in races, cyclocross and freeriding etc.
By all means keep the mountain bikes and track bikes and all of the performance clothing and components available, there is absolutely nothing wrong with it. But please don’t promote those thigs as cycling. Promote cycling as what it is (or at least could become) to the rest of the population; cheap and effective transportation.