No worse than any other website. It's not like you're going to see the bikes on the rack in the store.
The backstory is as legit as any manufacturer, i.e. a bunch of bike industry guys partnered with a massive retailer... designed a frameset, found a contract manufacturer, spec'ed familiar components... We've seen this movie many times. But this time, the biggest e/retailer in the world is behind it.
https://gearjunkie.com/walmart-high-...s-grow-cycling