We all like helmets. They protect us. They are good.
But many people have so little regard and respect for themselves that they dont bother.
So I'm thinking of an advertising campaign, a catchy strapline to get them wearing the bone dome. Something like...
"Oi, you, ballbag - you look like a right penis with no helmet on"
I'm thinking I'll have the nation wearing Giro's within a few weeks, so now is a good time to buy shares