Impressive video, and it paints a really nice picture of Britain. Some really lovely shots.
Lord Tony, you're an idiot.
The point of the video is that he's showing off the ability to use a road bike for BMX tricks and is exploring some of the interesting rural locations around Britain, aswell as promoting British cycling.
The fact that it is a £10k bike is just because it is being sponsored by BSkyB, who have lent him this bike and let him make a video. And of course they're going to use an expensive bike because it adds to the concept that if this goes wrong he'll ruin an expensive bike that he's used for activities it's not designed for.
The company also involved Sir Bradley Wiggins (a member of Sky's bike racing team) and Mark Cavendish, two extremely successful international champions in other events with the same bike. It's advertising the involvement that Sky has with supporting British athletes and champions, a trait which Britain happens to be very proud of, particularly following the London 2012 Olympics.
You're a complete idiot if you think it's bad that he's showing off. The point of the video is to do that and then promote that other people try too. Britain is proud of it's cycling prowess and we like to celebrate it.
Sadly, Martyn Ashton who performed in this video attempted a second video, in which he unfortunately suffered a tragic accident. As of this moment in time he's currently paralyzed from the waist down.
