The Sora and Alivio drivetrain? You'd expect a bit more from a bike costing what it does in the US and you'd definitely expect more of a bike costing what it does in other countries. Surly complete bikes are commonly overpriced in non-US markets; you can usually make a better bike for the same amount of money if you just buy a frameset.
On the current model, the 3x9 Sora and Alivio are somewhat unimaginative, perhaps even dull. Basically everything else on the complete is dull and or unimaginative as well. Cheap Taiwanese OEM stem and seatpost, as well as hubs. Spokes aren't listed, but they're probably the same. The Spyre brakes are kinda cool, but it would be nice to see something along the lines of a dull touring 3x9 bike set up like the complete, offered alongside a cool Sutra Ltd-esque DT, specced like Ultraromance or someone would on a budget. 1x11 Shimano Deore drivetrain, granola bars (Jones loop or Moloko/whatever), hydraulic disc brakes, saddle bag and handlebar bags made in collaboration with a bag company or Surly branded, cool tan wall or slate wall tires, DT Swiss 370 hubs, Champion spokes and 545d 26" & 700C rims etc.