This post sounds like it was written in 2007. There's about 15 years of data surrounding the proliferation of social media. These companies aren't stupid, money is invested where the impact is most likely. I'd wager that collectively more people consume bike related content through social media (Youtube, Instagram, etc) than regularly stream live race coverage. Who cares that no one will exclusively, only watch Sam's content when there's millions of people who will consume it along with other bike related content?