I agree re. the cost -- though, PW is (as he says) quoting those prices for a 'dream spec' build. Still, $$$ even as frameset. However, I think it all depends, as always! This kind of thing is admittedly going to appeal to a small target market -- but we're out there! E.G. moi: a) only want/have room for only one bike b) I prefer 26" wheel/tire for 'all around' use c) prefer discs d) never going to race e) accumulate most of my yearly distance commuting + occasional longer rides/short tours (v. lightly loaded) f) don't need to worry about security (I'm lucky enough to be able to wheel my bike straight into my office at work) and g) I'm willing to pay a bit to get what, for me, is the 'ideal' set-up. These kinds of bikes seem much more common in Europe -- again, Thorn in U.K. comes immediately to mind.