All about education!
Educating bikers who don't currently respect the land to respect it
and
educting people like this to understand that while we can all be pigeonholed together we are not all the same and on the whole the bad minority are more visible / remembered for what they do than the good majority. (Bit like saying all [insert random group] are going to be [insert negative association] given half the chance)
Funny as hell that there are still people out there than don't quite get the whole sterotyping based on a minorities actions doesn't quite work :)