This really isn't the same concept at all.

First of all, these guys actually ride. At least 7 of those people in the video are local messengers (except Chaz who won the whole shindig, he's still messing but in SF).

Second, it's not promoting something for sale, it's documenting something that already happened.

And yeah, rollers technically aren't "actual riding" but they are closer to it than posing for cameras with your bike. No one posing in this video had a bike near them.