Yorkshire Advice IV

On Yer Bike.
This Hollywood style sign is displayed in a field at Oxenhope - for the benefit of the 2014 Tour de France.
It would appear that the 'advice' forms part of a planned 'series' - the first one being here, the second one here and the third here.
They all offer Yorkshire advice, but I have a bit of a problem with this one.
Is this the 'dismissive' Yorkshire 'On Yer Bike' - or is it meant as a more welcoming message?