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Indeed the caption is mine. Is that unclear? If so it was unintentional.
Are you saying the photo is offensive or the caption? Or both?
My point was that the materials Santa Cruz provided seemed aimed at emphasizing the experience you can have on the bike, and how that experience is similar to a 'regular' mountain bike experience. It's light on tech explanations, we never hear the motor in the video, and there isn't a plug in sight except in one detail photo that was provided. Dan's comment below illustrates this as well.
As far as being able to tell easily, I can tell you that at times this is not the case on the trail. I've sometimes noticed riders pedal by, motor off, without most of the group noticing the bike had a battery and motor. Obviously some are more easily recognizable than others, but the Heckler, for better or worse, is an example of one that is well disguised.
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