As long as you were there and at least tried to help, rationally and sensibly, you shouldn't feel bad about it. ACE wrap or not, a shemagh would've worked just as well in a pinch.

On the other hand, a lot of people these days are not only totally unprepared to offer any kind of assistance but even seem reluctant to step in. Some years ago there was a freak accident in my hometown. From what I've heard, a speeding car turned over and hit a passerby waiting at the traffic lights. The unfortunate guy had his leg severed above the knee and was bleeding heavily. There were plenty of people around but nobody did anything whatsoever to help. Somebody was actually heard saying he didn't want to get his clothes dirty. It was not until the ambulance arrived some 10 minutes later that the victim was finally given first aid. Hard to understand but goes to show what our society is like nowadays.