Hmm it would take a Tony Hawks / Jimi Hendrix of electric bikes though to put them squarely on the map. Not sure its the right medium.
I think it has to be done the same as Apple did it. OK, here is an admission, I understand computers and technology (as in computer based) really well, always have. I taught myself Z80 assembler when I was 15, COBOL when I was 17, and since have stuck with VBA (for shere simplicity and cheapness), ok computer nerd, guilty as charged.
However, FYI - In 1999 I bought my wife a 1 Gb mp3 player from Frontier Labs of Hong Kong. Thats 18 months to 2 years before Apple released their first iPod. All Apple did was identify a technology they could bring to market, and even though those in the mainstream technology world knew that we already had mp3 players that could more or less do anything, Apple marketed to the non-technology crowd (at first) and in that way gained a foothold on a market that they had no presense on at all until the first iPod (Do you remember the advert, the shadow of a kid dancing down the street to music and it was from a tiny device). For those with mp3 players, it was nothing. Both my wife and I have had mp3 players built into our cars since 2001, we didnt have to wait for the'iPod' port.
What I am trying to say is that we dont necessarily need a product that society wants or even needs (even if we think they do), it just needs good marketing. If we give it a cool name, have it talked about in really cool circles (e.g. the Gadget Show), and then make the product exclusive (well Cyberbikes already are), then your on a winner.
Marketing is the key.
IMHO - John