They're not priced competitively enough to be associated with the Wal-Mart stigma (I know they're trying to market it as a mid-high end direct to consumer brand, but that ship has sailed, everyone knows them as "Wal-Mart bikes"). Not to mention that the black/white colorway is about as boring as you can get. I got my Giants cheaper from my LBS, both with fantastic paint, and great support.
I'm not against online shopping, or direct to consumer brands, I think they're great, but they missed the mark with this one. I think we'll see the prices continue to drop, as they already have been since their release, until they find the point that the market is willing to accept for a boring Wal-Mart bike (even if they do have good components). I have a feeling there's a large warehouse full of these bikes just collecting dust.