If I was a non-cycling woman I'd being getting enraged right now that some-one, somewhere has decided that women who do not cycle are a problem.
Obviously the 64% of women who don't cycle don't think they're causing anyone a problem, least of all themselves. And if some idiot questionnaire came round, or some daft researcher asking me why I didn't do something I never wanted to do anyway I'd probably also give some flippant answer such as hair-do's, or sweat.
This year in Exeter the paper has been full of women - and I mean in their tens of thousands added up over the year - running marathons and half marathons and doing midnight charity walks and parachuting and canoeing and abseiling, and other energetic things that cause sweat and/or hair disarrangement. And having a great time.
None of them fell wailing to the ground begging forgiveness for not having cycled anywhere.
I can't think of a less successful way to start appealing to any body of people than to say 'Hey, you're a problem, I'm going to encourage you not to be.'
Yeah, well, that'll work