Big died after riding a Peloton and doing a Peloton class. Since the premiere, Peloton's stock price dropped 11%.
SATC asked if they could use a Peloton bike and instructor for the show. Peloton said yes. Unfortunately Peloton wasn't told how their bike & instructor would be represented. Had they known someone would die after using the bike and class, they'd likely have said no. In a press release today, Peloton said, "Due to confidentiality reasons, HBO did not disclose the broader context surrounding the scene to Peloton in advance,"
(I'm sure HBO knew quite well Peloton would NOT have allowed their bike to be used had they known the circumstance.)
Today, Peloton is doing damage control for the drop in stock price, issuing a statement through cardiologist Dr Suzanne Steinbaum, insisting that Mr Big riding a Peloton bike would have helped delay his fatal heart attack. She said Mr Big's history of cardiac arrest would have put him at higher risk of a heart attack.
'I'm sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,' Steinbaum began in her statement to US Weekly.
'Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in Season 6,' she continued. 'These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton bike may have even helped delay his cardiac event,' she added.