The Cleveland is a Good Bicycle

Pretty elaborate for a bicycle advertisement. Most at that time simply relied on text to get their message across; others, as they often do today, linked a company's product to a well-known racer, implying that "if you buy a..., you too can ride like..." Then there are those such as the Cleveland Bicycles ad, introducing a little humor into their message while, at the same time, suggesting that everyone should strive to ride and not doing so is somehow socially degraded. Interestingly some auto companies have used the same tactic to their great disadvantage today. The more things change...

The question is, would Macaulay say that motor vehicles are not an improvement in the means of locomotion because they do not contribute moral, intellectual, and certainly not physical benefit to society?