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Never rated them as bikes. Like Halfords, a brand of last resort. Cheap cycles for the masses is a good thing but when it winds up being the one constantly at the side of the road in the rain having a lost loose nut replaced and with Rusty handlebars, that Reynolds 5-3-1 double butted expensive bike looks a lot better as a prospect albeit second hand.
In the US, it's estimated the average kid's bike goes less than 10 miles in it's lifetime.