– Richard Busby, sponsorshop consultant
I think that the nickname is good from the perspective of getting it well known, it's not a boring bike hire scheme, the downside is it's not using the name of the sponsor.
The London Assembly claims the shortfall from hire fees means Londoners are subsidising each bike ride at a cost of £1.36.
It's the official launch today of TfL's bid to plug a £5.5 million a year hole in Boris Bikes after Barclays walked away.
TfL opened the tender process claiming: "A number of globally renowned brands have already shown an interest."