You're missing the point of the article and the discussion.
Wearing a helmet only adds a hurdle to something where the very core concepts of which is supposed to be the accessibility and freedom it offers.
For the statistical likelihood of a helmet saving someone's life or from serious injury, is it really worth the spotlight that is constantly placed on them?
Ironically, all they seem to be used for is as a weapon for battering the idea of making cycling easier for the masses around the head.
The amount of comments I've seen from absolute meat heads who can't bear the idea of not driving their cars literally everywhere justifying their behaviour towards a bike rider or that one is somehow responsible for an incident that wasn't their fault because they didn't wear a helmet is fucking barmy.
Cycling is a method of transport no different to any other. You don't have to cart around bulky, awkward and fairly fragile items with you when you get to your destination in your car, on the bus or via train. Why mandate it for the cleanest form of transport beside walking?
Bluntly put, you can fall over, hit your head and die without a bike at all. Should you have to wear a helmet all the time in your day to day? Silly notion and simply an appeal to emotion/but sometimes fallacy.
Edit: to those downvoting, please explain how you feel my comment hasn't added to the discussion, since that's what it's for. It isn't a 'disagree' button.