There was one year where I was really interested in doing this event & got to talking to work colleagues & friends all to sign up with me & make a day of it. Then about couple of months before the event I stumbled upon the previous year's route & took an early Saturday morning off to ride & get a feel for it, and I really didn't like it.
In the following weeks a few I knew who I spoke to about it signed up but I didn't.
Maybe the social thing is the big drawcard, but I've never been good with people.
Just a bike & a place to ride.