These wheels have taken a very long time to get into commercial production. This suggests a lot of problems with the concept. I think if someone made it work and it caught on, the cost per unit could drop a lot. Since these units were announced, the ebike world has moved away from low cost transportation, to relatively fancy ebikes. The two markets that seem to be defined the best, in the US, are young trail riders and older retirees with a lot of disposable income.
You won't know if the two products are going to stand up to the rigors of a few thousand miles in varying weather conditions, until they have some units out there. There are certainly other ways to go, in this price range. It ends up being a pretty basic ebike, at a time when it's easy to buy a hub motor system for a hyper mass-production price, thanks to the millions of Chinese ebikes.
How many components on an ebike should be upgraded? You go faster, do you need better brakes? Will the frame of a regular bike be OK? Maybe you want more power than this (if the laws allow more power. The US allows a lot more power.)
What they are doing seems sound enough:
http://copenhagenwheel.tumblr.com/
Riide, which was a kickstarter campaign, had a much simpler bike. They still are not up and running, just taking pre-orders, months past the schedule. The Copenhagen is an MIT project. You would think they would have the brains to get the thing done, but it's way behind the schedule. They say they have thousands of orders or inquiries. Who knows. Flykly is a completely different design from the original. Are these 'development' bikes really worth the trouble? We'll see...
Here's a Kickstarter for a very basic kit, for a pretty decent price. But this developer is not pushing any technology:
https://www.kickstarter.com/projects/1354698863/barak-electric-bicycle-conversion-kit-electrify-yo
Anyway, right now people are developing, hopefully buying, upscale mid-drive systems with high torque hill climbing potential.
The urban ebike as a simple and efficient way to get around seems to be a little lost, at least in America.