we all know about the doping, being mean, yadayadayada, but what about the good stuff? in 1999 my local bike shop was a tiny corner store with a few mountain bikes and bmx bikes. when la started winning the tour, people who hadn't looked at a bike in years started coming in looking for road bikes, and within the first 2 years he took over the strip center and had a buttload of road bikes in stock. by 2009 he retired, so i'd say he's pretty happy. say what you will but in a lot of this country he got people interested and on bikes. now that's some awareness raising.