Steve, unless you'll be riding your bike around the soccer fields in 2010, I don't think that Sport & recreation are bothered. The protest ride is a good idea: Even if it's to pay last respect to co-cyclists who loved the sport the same way you do. I agree with you, it'll take a hell of an advertising campaign to make others aware, but for now we do what we can, right? (With Arrive Alive's major ad campaign about driving under the influence and reckless driving, not much of it made an impression on the BMW driver.) We rode past the accident yesterday and it horrific to see. Hope to see as many cyclists as possible at the protest ride!!!