While objectifying women is definitely a negative issue that needs to be changed, whining every time a remotely attractive woman appears in cycling mags or ads is not appropriate either. Let your purchase dollars speak for you and boycott the advertiser! If the ads had a professional or elite female cyclist scantily clad beside a DeRosa King would you complain? How about the otherside of the coin, where are the modelling opportunities for men!

To call it a most important issue is far overstating the impact and subject of those ads. An important issue for those reading cycling mags and websites is, lack of sponsorship dollars in North America, equal prize money for women, lack of larger fields in women's cycling, coverage of women's racing, doping, not obligating nutritional supplement companies to properly control quality, and not having athletes unknowingly test positives need I go on.

Put the energy and efforts into really changing problems. Wrench Science seems to have changed their ads already even on cyclingnews.com.