My experience with clicky things is fairly limited, but with my campy ergo 
brifters it still seems very obvious that one lever is pulling in cable to 
pull the chain uphill moving the internal mechanism to the next ratchet 
stop, and the other lever dumps it down one ratchet stop at a time. Same on 
both sides. Still just as logical as downtube or bar end shifters. I am 
fairly certain that if I had started with brifters I would still think 
about it the same way.
I think you are correct that the crux of the matter is thinking about the 
mechanics of what is going on, or not as the case may be. It certainly 
seems plausible that the rapid rise arrangement might make more sense to 
new riders that have no understanding of how a bike works and no interest 
in learning. I expect that is even more the case with the latest electric 
shifting systems. However I suspect that rapid rises failure to take any 
segment of the market by storm is because it in fact doesn't seem more 
natural than the current convention to any sizable group of people.

On Tuesday, December 29, 2015 at 10:48:00 PM UTC-8, Joe Bernard wrote:
>
> That's how it works in my head, too, Ted. I grew up on friction 10-speeds, 
> so my first relationship with shifters was pulling up to bigger cogs, 
> pushing down to smaller. This made perfect sense to us who learned that 
> shifting was moving a chain around with our hands. But there's a whole 
> generation who relate to shifting as "click that thing there and the gear 
> changes." For them it may make more sense to have the clicky things use the 
> same paddles for easier and harder. I doubt I could ever get used to it..my 
> brain is locked on following the chain to bigger or smaller cogs/rings.

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