And I see them quite a lot - in North America, Mexico, doing the Trans Euro Trail in Europe, or riding round the world, like this kickass lady:

Or these women of color

I could go on... the point is, yes, the old white dudes is their current market. What about the growing market, the potential market, the new market that consists of women, millennials, and people of color? Seems odd to focus so narrowly on an existing market and completely ignore and often even ridicule a new, growing one.