I hate bike marketing. There's always something a little bit uncomfortable about it. Whether you look at top end Rapha features and films, or the bog-standard TV ads of Evans, something just makes my skin crawl.
The best way I can put it is that whichever route a brand seems to take, companionship and being part of a 'club' is one of the key themes they try to invoke. And that's the problem with cycling, still. It's a clique. It's off-putting to newbies.
Brands need to stop trying to convince the public that buying their gear will make them feel like 'one of the lads'.
To paraphrase Groucho Marx, I wouldn't want to be part of any cycling club that would have me as a member.