What strategies can be employed to shift the cultural narrative surrounding e-bikes on the road, and how might the cycling industry and advocacy groups work together to rebrand e-bikes as a viable, environmentally friendly, and socially acceptable mode of transportation, rather than a perceived cheat or crutch for those who are unable to keep pace with traditional cyclists, thereby reducing the stigma associated with riding an e-bike on the road and increasing adoption rates among commuters and recreational riders alike?