The annual Seattle-to-Portland bicycle ride took place this weekend, rolling 10,000 folks south through small towns along the I-5 corridor. They got sweaty, rained on, thirsty, and hungry, but did entrepreneurs line up to profit from them? No, they did not. Plenty of people would've been willing to open their fanny packets to spend $$$ on coffee on food, especially since organizers ran out. But the people of Centralia, Chehalis, and Winlock (of Giant Egg fame) did not see dollar signs in the spokes folks.

What gives?