November 15th, 2008
by Ben Goldacre
We’re all suckers for a big number, and you’ll be delighted to hear that the Journal of Consumer Research has huge teams of scientists all eagerly writing up their sinister research on how to exploit us.
looked at how people choose a digital camera. This will become relevant in three paragraphs’ time. The researchers took a single image, then processed it in Photoshop to make two copies: one where the colours were more vivid, and one where the image was sharper. They told participants that each image came from a different camera, and asked which they wanted to buy. About a quarter chose the one with the more colourful sharper image.
Then the researchers started to pile it on. Firstly they said that this camera had more pixels, using a figure derived from the diagonal width of the sensor: suddenly more than half picked it instead. Then, crucially, they told them that this camera had more pixels, but this time, they used the number of pixels as evidence: a figure measured, as you know, in millions. Suddenly, three quarters chose the supposedly better camera. Just a bigger number. Nothing more.
on rosuvastatin (or Crestor, since either through ignorance, or corporate whoredom, the media love to help drug companies by using their corporate brand names instead of the generic).
on rosuvastatin has just reported, several months early, and most papers called it a “wonder drug”. The Express, bless them, thought it was .
“Heart attacks were cut by 54 per cent, strokes by 48 per cent and the need for angioplasty or bypass by 46 per cent among the group on Crestor compared to those taking a placebo or dummy pill”, said the Daily Mail. Dramatic stuff. And , we said: “Researchers found that in the group taking the drug, heart attack risk was down by 54% and stroke by 48%”.
Is this true? Yes. Those are the figures on risk, expressed as something called the ““. It is the biggest possible number for expressing the change in risk. But 54% lower than what? This was a trial looking at whether it is worth taking a
if you are at low risk of a heart attack (or a stroke), as a preventive measure: it is a huge market – normal people – but these are also people whose baseline risk is already very low.
If you express the exact same risks from the same trial as an ““, suddenly they look a bit less exciting. On placebo, your risk of a heart attack in the trial was 0.37 events per 100 person years, and if you were taking rosuvastatin, it fell to 0.17 events per 100 person years. 0.37 to 0.17. Woohoo. And you have to take a pill every day. And it might have side effects.
And if you express the risk as ““, probably the most intuitive and concrete way of expressing a benefit from an intervention, then I reckon, from the back of this envelope in front of me (they naughtily don’t even give the figure in the research paper), that a couple of hundred people need to take the pill to save one life.
Is it a good idea for you personally to take rosuvastatin? That’s not my job here – get over yourself, we’re allowed to talk about ideas – but the way figures are presented can have a huge impact on decisions everyone makes, and this is not idle speculation. In fact the phenomenon has been carefully studied, in many groups, and for many years.
recruited 470 patients in a waiting room, and gave them details of a hypothetical disease, and a choice of two hypothetical treatments. In fact it was the same treatment, with the risk expressed in two different ways. 56.8% chose the medication whose benefit was expressed as a relative risk reduction, while only 14.7% chose the medication whose benefit was in absolute terms (15.5% were indifferent).
Are patients uniquely stupid? Joy, no. In fact the exact same result has been found repeatedly in experiments looking at , and even the .
We all love big numbers, and we’re all fooled by big numbers, because we’re all idiots. That’s why it’s important to think clearly, and ignore all newspapers.
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and , give them to your friends, put them on your reading list, employ me to , or tweet this article to your friends. Thanks!
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Leave a ReplyTerminusRivieraNew ModelWhere to buyAbout usContact us
&M55 is definitely the most amazing
electric bike ever made to date&
Sportsvibe
The best of the best.
Custom-made double crown White Brothers fork from Mountain Racing Products. All of its features were carefully tailored to our bikes.&
Hope Tech V2 EVO hydraulic disc brakes. 203 mm floating discs. With unmatched power and superior cooling, the V2 is the king of brakes.
Supernova M33 front light. Designed to the last detail to master even the toughest conditions in races.
14 peed Rohloff S the most advanced gearbox in the world. Reliable, perfect single gear ratios, easy operation. Its weight and efficiency makes it ideal even for pro racing.&
White Industries Venti 20 mm front hub. Designed for serious downhill riders. One of the toughest hubs in the world.
Frame: AL 7075 (aluminum) CNC machined / by M55 BIKE
Motor: Brushless (BLDC) from 250W to 2000W / by M55 BIKE
Drive system: Throttle & RPM sensor / by M55 BIKE
Battery: 1320 Wh, 37,2 Ah, 43,2V / Pa/ built by M55 BIKE
High-tech equipment.
Axles: TI Grade 5 (titanium) / by M55 BIKE
Axle's screws: TI Grade 5 (titanium) / by M55 BIKE
Rear Fork: AL 7075 (aluminum) CNC machined / by M55 BIKE
Front fork: Groove 160mm / by White Brothers
Rear shock: MXR Float / by Fox
Internal Gearhub: 500/14 Speedhub / by Rohlhoff
Front hub: Hope Pro2 EVO / by Hope
Tires: Crazy Bob / Big Apple / by Schwalbe
Rims: Mavic EN521
Saddle: Fizik Gobi
Brakes: Hope Tech EVO V2
Handlebar: KCNC SC Bone / or Titanium by M55 BIKE
Pedal: Point Podium
Headlight: Supernova M33 LED
Rear light: Supernova Airstream LED
Mudguards: Carbon fiber / by M55 BIKE
Battery container: Carbon fiber / by M55 BIKE
Charge and data connectors: Lemo / designed for M55 BIKE
Chainrings: Gebhardt / designed for M55 BIKE
Other Parts: KCNC (seatpost, bar end plug, clamp, headset)
Classic edition
This series is the purest representation of the company&s 6 year evolutionary journey. Equipped with a White Brothers double crown fork, the color of the bike is dominated by the silverish color of 7075 grade CNC&d aluminum (used in aircrafts) and the natural anthracite texture of the carbon-fiber battery container and fenders. No compromise was made in the creation of one of the best high-end e-bikes in the world.
Biceps edition
This patented single-arm front-suspension design is a true extravaganza. The shock absorber on this e-bike is nothing like you&ve ever seen before. Resembling the structure of a human arm, the CNC machined aluminum base of the shock absorber is reinforced with carbon fiber, granting you the smoothest ride you&ve ever experienced. Besides the extraordinary design, the prime advantage of this suspension is the elimination of brake-dive effect, thereby enhancing safety while braking - especially on steep slopes. A true collector&s item.
Airbrush edition
This is the artistically enhanced version of the Terminus Classic edition. No matter if it&s a tagline, a name, a logo or a full-surface texture, our fine art airbrush artist will cater to all your needs at the highest level of quality.
Companies and major events all around the world also use our bikes for promotional purposes, as these bikes are sure to draw a crowd wherever they are parked or ridden.
Royal edition
For those who want to make their absolutely unique e-bikes even more stunning, we can offer further ways to enhance the
Swarovski crystals, gemstones, gold or silver finish are all possible as well as the optional gold/silver carbon textures on the carbon-fiber components. Let you imagination soar and we will help you turn them into reality.
Prime edition
With this version of the Terminus, the options are virtually endless. Nomen est omen - whatever our client requests, we will make it happen. The combination of the Biceps, the Royal and the Airbrush editions in one bike? No problem. We will be more than happy to create something truly unique to satisfy all the needs of our clients.
Terminus ( models)
The starting price of the Terminus ( models) is &27,000 &/ $38,000 & & &(MSRP)
The price above is for the Terminus - Classic Edition. Prices are Net. retail prices.
For all other Editions (Airbrush, Royal, Prime, Biceps) the final price is to be determined according to the special request.&
For more information about all the custom options, please contact us at: sales@
&The M55 is the most powerful e-bike in the world.&&
Top Gear Britain
Frame: Titanium & / by M55 BIKE / Hand polished Ti 3Al-2,5V
Seat Post: Titanium &/ by M55 BIKE / Hand polished Ti 3Al-2,5V
Seat Clamp: Titanium &/ &by M55 BIKE / Hand polished Ti 3Al-2,5V
Front Fork: Titanium & / by M55 BIKE / Hand polished Ti 3Al-2,5V
Handlebar: Titanium &/ by M55 BIKE / Hand polished Ti 3Al-2,5V
Stem: Titanium &/ by M55 BIKE / Hand polished Ti 3Al-2,5V
Titanium Nitride Coating &/ &by M55 BIKE / Gold or Silver color (PVD coating)
Laser Etched Surfaces & / by M55 BIKE / Number Of LTD Editions On Handlebar
Planetary Gear Crankset: & / by Schlumpf / High Speed Drive/Black SG-HSD
Belt Drive &/ by &Carbon Drive&
Electric drive system &/ by BionX / PL 250 HT SL, Battery Size XL
Brakes &/ by Formula / T1
203/180mm rotors
Pedal &/ by S&greni / Gold/Silver Handmade
Headset &/ by Chris King / 1-1/8 Gold/Silver
Rims &/ by Mavic / Black
Front Hub &/ by White Industries / Mi16 - Hope
Mi16 Silver/Silver
Saddle &/ by Brooks England / B17 Narrow Black/Brown
Grip & / by Brooks England / Plump Leather Grip Black/Brown
Saddle Bag &/ by &Brooks England / Challenge Tour Bag Black/Brown
Battery Case &/ by M55 BIKE / Black/Brown leather/handmade
Schwalbe / Kojak/Crazy Bob
size 26x2,35
Riviera - Gold & Silver Editions
The Net. retail price of the Riviera titanium ebike is &&9,880 &/ $16,000 & &(MSRP)
For further color options and other special requests please contact us at: sales@
&The M55 Terminus is an imposing, uncanny contraption&which looks and works unlike any bike I have ever seen.&
&M55&s Beast looks like something Tony Stark would nip down the shops on, and there is indeed a whole lab&s worth of tech beneath that menacing, angular exterior.&
Stuff Magazine
Where to buy
Germany - Pace
Uellendahler Stra&e 447
42109 Wuppertal, Germany
Tel.: +49 37
Lithuania - Suntrill
Justinishkiu 64, office 1,
Vilnius, LT-05239 Lithuania
Tel.: +370 5 275 6430
Luxemburg - Assetto Corsa
10a, Rue du Puits
L-2355 Luxembourg-Bonnevoie
Grand Duch& de Luxembourg
Tel.: +35 240 4443
Fax : +35 248 3295
UK - Romans International
Brighton Road (A217)
Banstead, Surrey SM7 1AT
Tel.: +44 (0) &
Switzerland - Rebellion Timepieces
Chemin du Bief 4, CP 28
CH-1027 Lonay, Switzerland
Tel.: +41 021 802 3304
Spain - Elfuturo
Benalm&dena Costa,Malaga,Spain 29630
AVDA. Antonio Machado 86, EDF. Granada / Local 29.
Tel.: +34 63 221 7200
Slovakia and Czech Republic
Greentech Mobility s.r.o.
?elezni?n& 1156/33
915 01 Nov& Mesto nad V&hom
Slovensk& Republika
M55-Bike USA LLC
3440 Hollywood Blvd, suite 415
Hollywood, FL 33021
Tel.: +1 305 915 5788
Email: Web:
Lamborghini of Miami - Prestige Imports
14800 Biscayne Blvd, &&
North Miami Beach,&FL 33181
tel.: (888) 514 3028
Hours: Friday 9 AM - 7 PM
/RETAILERS/
Allied Marine
1445 SE 16th St
Fort Lauderdale, FL 33316
tel.: (954) 462-5527
Warren Henry Leasing
Bal Harbour Shops 9700 Collins Ave,
Bal Harbour, FL 33154
tel.: (305) 749-3700
American Electric Motors
2000 Northeast 146th Street,
North Miami, FL 33181 Suit 001
tel.: (305) 767-3289 / (786) 440-9999
Manhattan Motor Cars
270 11th Avenue
New York, NY 10001
tel.: (212) 594-6200
Finest Watches inc.
16000 Ventura Blvd. suite 409&
Encino, CA, 91436&
USA - West Coast Division
tel.: (818) 788-5405 , (888) 313-8463
Canada - M55 Bike Canada
102 - 185 Forester St.,
North Vancouver, BC
V0N 0A6, Canada
Tel.: +778 340 3140
Fax: +778 340 3144
Email:&Web:&
JL Batu Ceper Raya No.25,
Jakarta Pusat 10120, Indonesia
Tel.: +62 9
Tomonari Sakurai&
M55 BIKE Japan - Representative
OUR MISSION TO REDEFINE WHAT E-BIKE MEANS
As transport users, most of us appreciate
that fossil fuel resources are finite and are rapidly being depleted.
We&re also increasingly aware of the continuing impact of our use of
fossil fuels on the environment. We welcome the emergence of electric
bicycles on our city streets as a timely contribution to securing a
sustainable future.
However, most e-bikes are rather primitive machines, comprising no more
than a hub motor and a frame-mounted battery cell. The development of
these power-assisted models has focused on their functionality rather
than on design, maximum range or manoeuvrability. As a result, they
offer a little of everything without truly fulfilling any specific
requirement. For the most part, they do what they were designed to do &
taking their riders from A to B & which is fine for some, but not for
We set out to redefine the market. We&ve challenged every element of
what has come before. The result is the M55 Terminus & a hybrid e-bike
that sets ticks every box for sustainability, endurance, effortless
power and thrilling design.
Unmatched power and endurance
To increase range and performance, we&ve developed brushless electric
motors driven by super-efficient batteries that deliver raw power and
unbeatable endurance. The M55 Terminus is powered by eight battery cells
ingeniously built into the bike&s self-supporting frame. The cells
outperform any comparable e-bike technology currently available and are
made to last & the M55&s motor draws only 60A at full power and our
specialist manufacturer guarantees over 90% of &as new& performance even
after 1,000 charge and discharge cycles. All this from a battery pack
that charges to 80% of its capacity in just one hour &saving you time
while conserving precious energy.
Hi-tech materials and engineering for the ultimate in agility
Titanium, carbon fibre and CNC-machined aluminium give our machines the
strength to tackle the toughest terrain. And we&ve taken suspension and
braking technologies from F1 racing to produce the ultimate in ride
quality and off-road safety
A thrilling eco-design icon
The M55 Terminus rewrites the rules for e-bikes, the ultimate in
engineering excellence and hybrid performance has stunning aesthetic
appeal. Our muscular, futuristic design consciously aims to turn heads
and quicken the pulse of every discerning enthusiast.
What is an e-bike? An e-bike, or electric bicycle is a special breed of bicycles that uses
electric power to support human power. Electric bicycles are equipped
with rechargeable batteries, and electric motors - usually hub motors
which are mounted on either the rear or front wheel.&
What is a hybrid bike or hybrid electric bicycle?
It is a subgroup of e-bikes that are also equipped with an electric
motor. The main difference between traditional electric bicycles and
hybrid electric bikes, is that the latter one&s electric motor only
works while the rider is pedaling, thereby it supports the human effort
rather than replacing it. On traditional electric bicycles the electric
assist is not combined with the pedaling, it works a separate source of
power. The Terminus has a sensor built into the bicycle which monitors
the rider&s pedaling, and always provides the appropriate amount of
extra power. With this system, the cycling experience is not ruined but
made much easier, faster and a lot more fun.
How much does the maintenance of our bike cost?
Not much at all. You don&t have to fill it with petrol and all parts are
extremely durable. all you need to cover is the cost of electricity
used for charging the battery.&
Will I have to do a lot of maintenance work?
As the complex parts of our electric bikes are integrated and protected,
they require even less maintenance than a regular mountain-bike.&
For how long does the battery last?
The batteries can last up to over 100 kilometers (62 miles) in Economy
mode. If you use full throttle in Sport mode, you can go as far as 50
kilometers.&
When can I buy it?
The M55 Terminus is available for purchase now. And there will be only
275 pieces manufactured. Ever. In case we do not have an official
distributor in your country, we can still take your order. We will even
take care of the shipping for you, and provide it for free anywhere in
the world.
Do I need a driver&s license?
No, you don&t. However, the bike&s motors will need to be regulated
according to the local laws. In case you would still like to take
advantage of the full power of the motor (up to 2000W) we can provide
you with a TriXtick deregulator.
What&s a TriXtick deregulator?&
The TriXtick deregulator is a key which, when inserted in the bike&s
frame cancels all street-legal settings. Please note that the Terminus
is not intended to be used on public roads with the TriXtick used. They
may only be used on private roads.
Can the Terminus cope with steep slopes?&
Yes. We are mountain-bikers and we have tested the Terminus on really
steep ascents. We can proudly confirm that you can easily conquer
steeper climbs with this bike than with a regular mountain-bike.&
What kind of terrains can the Terminus be used on?
The Terminus is designed for off-road use but of course you can use it on paved surfaces as well.
Do I have to wear a helmet while riding the M55 bikes?
Helmet is not compulsory but due to the high speed our bikes are capable of, we strongly recommend to wear head-protection!
Is it difficult to learn to ride these bikes?
No, it&s not. If you can ride a regular bike, you&ll get used to the Terminus in 10 minutes.
I&m 70. Can I use it as well?
Yes, you can. The hybrid technology helps you ride a bicycle as if you were a professional cycler...or even faster.&
What is the top speed of the Terminus?
The top speed of the Terminus is 50 mph (80 kmh) on a flat road. With
this officially recorded performance it is currently the fastest
electric bicycle with Pedelec technology.
Contact us
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