10 point plan for cycling

British Cycling is launching their 10 point plan today to attempt to increase the number of trips made by bike... Based on modelling by Dr James Woodcock it indicates that it wouldn't take much for there to be massive benefits to the British economy. This is a document aimed at the policy makers and so highlights the health and financial benefits.

If people and governments were rational and logical this line of reasoning would be a winner - guaranteed to lead to change...

But... There's already plenty of evidence of the benefits of cycling, and still the government hasn't done anything seriously yet.

What will it actually take?

I suspect some additional dimension that affects the government's motivation is needed...