Great question — answering as the UphillTech team:
I would say the pads are not squeezing hard enough on the rim/rotor. The causes are likely to be some combination of : Pad wear over time, they get a little thinner Cable stretch - the individual wires in the cable will conform to each other, effectively lengthening the wire Outer cable bedding into stops/ferrules - again over time the ends will squash together better Most brakes have an adjuster in the hand lever, that you can back out a few turns to take up additional slack, and then lock down by turning the lockring back the other way. This is good for perhaps up to 2mm of difference. If the cable needs more slack removed, then you find and adjust the pinch bolt that holds the inner...
Full answer by Criggie: https://bicycles.stackexchange.com/a/96198 (CC BY-SA 4.0).
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