I work in advertising, but try not to make it my life. I love writing, art and design - and focus my time on these when I'm not working or hanging out with my family.
Want to drop $2,499 to $4,999 on a brand new electric bike? PiCycle sure hopes so. Aesthetically the bike is not awful (granted, I've only seen it online + video: http://latimesblogs.latimes.com/money_co/green-transportation/), but the company will have it's work cut out for it changing the thinking behind those that love the push of a pedal vs. relying on a machine.
My guess is that price and positive WOM are going to be the largest contributors to the brand taking off. Once a lower costing base model is introduced, buyers will become increasingly interested. Add in additional incentives from employers and cities to make riding a bike easier (Kudos to Chicago for the McDonald's Cycle Center) and attitudes + awareness will open.