When a mobility operator or a city decides to make the digital leap, they often run into a piece of fine print no one warned them about. To use a third party’s technology, you are frequently asked to give up your most valuable asset: your identity. They force your users to download their application, featuring their logo, their colors, and their narrative. Basically, you pay for the digitization of cycling infrastructure, and in the process, you end up doing their marketing for them.