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and while ryan doesn t consider himself a hard-core cyclist or a hard-core techie i understand how it should work and then i try to find people that are smarter than me in those aspects and to put it all together. reporter: he s nonetheless straddling both worlds as the founder of social bicycle. or, sobi. it s a company that aims to make sharing a bike as simple as making a few clicks on your smartphone. the way it works, the user signs up for an account online. they pay just $10 for a month s access. and they have unlimited access to the bikes. so with the app, there will be a few different ways to find and unlock a bike. the first is the map view. and you select the bike and then click unlock. and that will send your request to the server. you can also view the bikes in a list. and it will show you the closest