If and when cycling/bike riding is as taken for granted in these United States as vacuuming is, or as bike riding is in the NL or Denmark, I will be unconcerned with the tendency of non-cyclists/nonbike riders/cagers/whathaveyou to identify cycling/bikeriding with racing. 
It may be that the equation of cycling = racing (with other words for “non sport” riding) does not get in the way of the cultural shift from where we are, to Copenhagen. I’m not sure though.
None of which means I am against articles about racing, of course.