That's the new campaign Harley is pushing. In fact they took out a full page ad in USA Today and other newspapers to apparently encourage people to stop thinking about their troubles, their money woes and everything else that is bothering them. They are even selling bandanas that say "So screw it, let's ride". Here's the webpush Harley is doing with it. I don't really have an opinion on this campaign, but I know some people will.