I think part of it may be that this is a list from an American perspective. I'm not the biggest golf fan in the world, but I think that golf is infinitely more popular in America than competetive biking. That's not to take anything from Lance's achievements in his chosen sport. I think the fact that he was second is a testament to how he as an individual has transcended his sport in America.
If you take Lance off the table, the average American would be hard-pressed to name three active professional bikers. I think that affects things like this.
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