With TV-programme logic, instead of simply ordering his Brooks saddle or Campag parts over the internet, Rob has to buy them all in person in a journey of discovery etc.
En route we also get an enjoyable history of the bicycle. Nice to while away a spare hour with, while you're on hold trying to phone your bank, perhaps. It's all feelgood stuff, and we're reassured several times that today is the beginning of a new Golden Age of the Bicycle.
Hmm. Perhaps iron pyrites would be more appropriate.