Just lead them out to it, comment how nice it is through the trees and then when stopping at the junction comment "Oooh, I didn't know that one was there! *puff* Fun!".Just chucked this climb into a route for tomorrow.
http://veloviewer.com/segment/825126 Touches near 30%. Looks short but think I might get a punch from mates! We couldn't possibly just ride by it...
@SoliD rode it back in Feb, 3 minutes @280W. Looks quite tough with several 20%+ ramps and a slight plateau in the middle which doesn't actually get to 0%.
It might be interesting to observe how many of them consider you still a mate afterwards!