I think there's a big difference between cycling and climbing Everest. One is something people might do every day just to get by, and the other is an exploitative ritual carried out by the wealthy. You think these cyclists died just because they were going so far? What happened to them could have happened to anyone in that time and place on any given day. We only noticed because they were doing something noteworthy at the time. How many others died similarly but didn't get noticed because they weren't on a publicity stunt? Should we not care about them just because of the stunters? About all the people who have to cross any given busy street on any given day?