An independent bike manufacturer in California started selling bikes for 45% off to Black riders, called Black Reparations Pricing. Within 18 months, hatred and legal action from the Right shut it down.

“Whenever people of color get any sort of benefit, others respond immediately that they should be getting the exact same kind of benefit,” Vernon says.“People will come out of the woodwork to try to claim a kind of grievance when they don’t seem to have any stake in the issue…”