Respect? Hell no. Just 2 tossers trying to show how wacky and 'human' they are.
Some tw*t came up with the idea at a management meeting, thought it'd present the right image or some such. I loathe that kind of shoot. Sadly, we're surrounded with it. You have to filter it out otherwise your brain turns to pea soup.
Truth told, they probably believe the proper place for bikes is Centre Parcs.