In the way of the internet, harsh comments are par for the course. If there’s a jersey available in 10 colourways, it seems a little uncharitable to slate the brand for having a pink option. If it’s the only bright colour available, then the commenter has a point (though the nature of business complicates this picture).

Loudly shouting against pink can also alienate women who happen to like the colour, though usually there are plenty of pink fans who’ll happily proclaim their love to balance this out.

Companies need to get better not just at producing great kit, but also marketing that kit to women in a way that doesn’t just rely on the old tired stereotypes, over sexualising women or casting them in passive roles.

The female cycling market isn’t one homogenous mass; it’s a spectrum of women with different interests, backgrounds and motivations, and recognising that is one big step forward. Brands like Juliana Bicycles and Liv have made serious moves in this direction, with identities that draw on themes like adventure, athleticism, empowerment and achievement.

So is it time to retire the phrase ‘Shrink it and pink it’? Not just yet. Although there are plenty of positive changes happening, there’s still a long way to go. And although recognising the steps forward that have been made is important, it’s not yet time to stop calling out lazy uses of pink.