Benjamin Franklin was an intellectual and visionary man. One of the projects that he embarked on during his life was that of making himself morally perfect. In his autobiography, Franklin lists the habits that he adopted and that made him improve himself morally. Among other things, he adopted the values and practices of abstinence from alcohol, silence, order, resolution, fragility, industry, sincerity, justice, moderation, cleanliness, chastity and humility.
I do not believe that his plan was self-righteous, overly regimented or superficial. I believe that Franklin had very clear priorities when it came to deciding which things mattered to him. He knew that improving yourself morally takes a lot of work, and the words that he published are designed to help others achieve this goal, as opposed to judging those who cannot.