“The cycling world is full of products claiming to deliver a few percentage points of improvement. While plausible on their surface, these gains in the world of cycling would make an also-ran a champion. Find a product that allows you to climb Alp d’Huez five percent faster and you go from dropped to a yellow jersey. Gain five percent power in the match sprint and instead of failing to podium at nationals you win a medal at the Olympics.”

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