Atlaz, I think what they're doing is promoting bikes under acceptably 'racy' or cool imagery for people to take notice, then people think ooh, a bike for pootling on traffic-free roads.. nice. Blame minimal attention spans or background noise, I don't know.
I must admit to having a little chuckle at this thread; if anyone wanted to know what to sell to middle aged men, this site would be an ideal starting point. From kitchen knives, coffee makers, coffee, beer, shoes, wellies, and on into the minutiae of bicycle design, it's a bloody gold mine.
To then sit and read folk criticising the latest attempts to sell you stuff is ironic in the extreme.
Likewise maybe, there's fresh goods friday and there's all the interest in what's new for 2014, and there's 'why change anything' or 'it's all marketing' and the ideal is somewhere in between. Except no consumers or brands will ever settle on agreeing to only promote new stuff that's passed some kind of 'totally-needed and relevant' test via consumer group.. they can't win, it's a new-shit rat race or it's a world of steady evolution and innovation, you decide.. 90% of mountain bikes are a fashion product based mainly on wants not needs, just how it is. Opt out and celebrate with a rigid SS or embrace the choice and accept the need to market stuff that makes no real odds to most of us anyway. Added gears, droppers, discs, suspension, strip the riding experience back to what it is for many and there's no real need for most of the 'new' stuff out there imo.