Yes, and the Wired graphic was particularly misleading in that it showed, as I recall, multiple dollar amounts accumulating on per-session treadmill displays.
On the other hand, it is possible to imagine lifestyles enhanced by various 10W contributions. 10W for heated clothing. 10W for a laptop. 10W average to power a several km electric bicycle or Aptera-size commute. And so on.
How are you proposing we produce 10W to heat clothes? we produce around 80W just by sitting idle, just wear insulating clothes!
How do you produce 10W to power an electric bike? 10W is a laughable amount of power, just get rid of the electrics and pedal a bit.
10W is barely enough to charge a phone these days. Anything that gets moderately hot while in use is consuming more than 10W.
In their defense this could be seen as a type of gamification. Ultimately you can put any dollar amount on a kWh of electricity. It's the kWh generated that matters.
