Residents of the St James's Street area are backing a Green Party campaign calling for the area's speed limit to be reduced to 20 mph.
The move would improve safety and boost cycling while cutting noise and pollution - but would be unlikely to have make car journeys take longer.
After all, most vehicles using the predominantly residential streets around St James's Street are, by definition, travelling very short distances.
Some 4,000 people have been killed or injured on Brighton and Hove's roads since 2003: if reducing the limit to 20 mph saves some of these lives it'll have been well worth doing.
At a meeting of the St James's Street area Local Action Team last night a show of hands revealed near-unanimous support for the proposal.
The group discussed the way buses accelerate up St James's Street - even towards red lights - throwing elderly and disabled passengers around in an effort to shave a few seconds off journey times.