I don’t know about the actual quality of the components, but this is a great idea in the vein of mass-customization.
For $399, you can basically pick the colors of the frame and wheels to give your own bike, well…. your own look.
No salesman will call.
What other industries could do this?
Well, since I have become a guitar nut in the last two years, I would like to see brands like Fender, Gibson & Gretsch (memo to: @fredgretsch…. are you listening?) adopt this concept. At a reasonable price.