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The ads feature scantily clad models wearing bike helmets and the phrase Looks like shit

This raised position offers additional visibility over the standard seatpost-mounted rear light and while having a rear light fixed to the bike is required by law for rides after dark, a helmet light is an excellent addition

In some ways though, they rely on their history the same way Hasselblad does

Statistics show that the majority of car-vs-motorcycle accidents are caused by the driver of the car, and its not uncommon for even a low-speed collision to result in a rider (and/or passenger) being thrown from the bike

it is comparatively "soft" in feel