As a sponsor, you've gotta have your head in your hands watching this. Biggest race, world champion quitting in the middle of the stage in a basically unheard of, very visible manner because, as far as we know, "the bike is ***".
As a fan however, this is great stuff, great entertainment. Nothing quite like seeing someone having an almighty strop at the injustice of it all bang in a middle of a big event, Drogba yelling at the camera in the CL semis, Ronnie walking out at the crucible mid-game, Cantona kicking that Crystal Palace fan. You sometimes hear the commentators trying to pontificate, "This isn't what we want to see", but really this is EXACTLY the kind of thing we DO want to see, because we can all relate and it's a reflection of what we all think about doing several times a week whilst sat at our desks.
That said, he's obviously an emotional young man and I do hope he's alright, always a bit worrying seeing something like this especially with reference to what kind of personality the sport draws in and its history.