Just. Get. It. Right.

Now then, if you're going to make a big thing about your new bike and splurge it about with posh photos and big magazine adverts it makes sense to pay attention to the finer details, especially if the bike is flagshipping your custom-build programme where tending to minutiae might count for something. Admittedly you've done a good job ensuring everything is eye-wateringly matching, the saddle's level, the bottom of the handlebars is nicely the same angle as the top-tube, and the quick-release levers are even pointing the correct way, but then you go and trip-up when it comes to the chain.

    Obviously I'm not especially singling this out, there have been many many studio bike brochure shot blunders in the past, this is just the most recent one to make me come over all unnecessarily fractious and cause my fingernails to itch.

    Unless, of course, the chain desperately trying to claw it's way off the big ring and down onto the compact inner is some kind of clever subliminal message that is how the bike is going to spend the rest of it's life once it leaves the shop, but you'd have thought the "Sportive" sticker would have been enough of a clue.