According to a local newspaper Lincoln is plagued by pavement cycling. This story was picked up by BBC Look North and the issue featured in last night's show. BikeBiz editor-at-large Carlton Reid was interviewed for the piece by programme anchor Peter Levy.
Try as he might Levy couldn't rattle Reid, who stayed composed as the presenter used the Jeremy Paxman method of interviewing.
Reaction to the interview on social media has been critical of Levy's "aggression" towards a cycling guest.
"Excellent work," wrote Trevor Hughes of bike importer Vielo Sports. "I would have at the very least rolled my eyes at his consistent attempt to provoke you."