And like many lessons, they are best - and unfortunately often - learned through experience. As an beginning rider, I was told to pretend like no one sees you, and in fact, people will try to hit you. I internalized those lessons much more after my first wipe-out.

I've watched friends and start-ups I've worked with make the same mistakes as others despite the wealth of knowledge available. I wonder why this happens. My best guess is we are all idealistic people on the inside. We have trouble with the "why" something matters unless we experience it for ourselves.

Thanks. I am a non-rider, but know enough riders and have read enough biker blogs to know a thing or two.

Of course, this is the guy who got on a motorbike with a bicycle helmet because it's all he had. I should learn the basics instead of high-level theory maybe...