I'm a fat guy on a fat bike (will exceed the weight limit on this one...). I already have a non-electric fat bike and I love it - the fat tires make for a very comfortable ride, my current bike has no suspension and it is much nicer riding than my Easy Motion Neo Xtrem e-bike (which I'm going to be selling).
To me this bike ticks every right box except that it is not a mid-drive. Thing is though, the out of the box mid drive fat bikes are going to run $3K to $6K, and DIY will be pretty close to $3K once you'be bought the battery and bike to go with the 2 or 3 options that are available. So, while a mid-drive would be ideal, the price on this is just too good to pass up. Heck, maybe in a year or two from now fat mid drive DIY options will be cheap enough that you could swap one in onto this bike, take the rear motor off and you'll already also have a great battery.
In the meantime this bike should be pretty upgrade-able. I received the full bike specs via email - the rear dropout is 187mm (call it 190 which is becoming the standard for fat bikes), I am sure it would accept an 8, 9 maybe even 10 speed rear freewheel cassette (em3ev has all 3 sizes with an extra low gearing tailored to e-bikes). I am thinking about swapping the fork out (I've read this fork is about 7lbs) for a carbon one - even a steel or aluminum one would save 4-5lbs on the front end. Swap in standard mtb tubes to save another 1.5lbs (or go tubeless for a little more weight savings), and I'm sure there are a few other places some weight can drop off to make this a 50lb bike instead of 60.
As another aside, I was ready to build up my current fat bike - the cost of doing that, with the same size battery from em3ev, was going to about $50 shy of the cost of this entire bike. At this price it just seems like a no-brainer with everything you're getting, imho.