There's some similarity between this and the internet sales only flx "Babymaker" (terrible, but memorable name). They've put a bunch of money into Facebook ads and
appear to be getting something of a response. They're definitely marketing to a younger crowd.
the flx weighs 32 pounds and has a Gates belt drive for $1369 or so, but exchanges that for limited range and single gear.
Personally, I'm happy to see different sorts of e-bikes hitting the market. I don't currently have much use for a cargo bike, but it's one category where e-versions make
a lot of sense. Folding e-bikes also make a lot of sense and I think recumbent e-bikes are really interesting if you want to take advantage of 28 mph speeds . I'm not younger, but have almost never gone out of eco in 700 miles on my current e-bike and I've never used turbo. There are lots of occasions when I might even prefer pedaling on my own; I sometimes make a point of riding the first 3-4 miles of my ride without power. If you have to carry your bike upstairs everyday, it's also great to have a bike in the 30 pound range.
Right now, the American e-bike market feels a bit like an AARP convention. I think whatever broadens the appeal will help to push the technology forward.
fwiw, I'm not sure that modern e-bikes need to be that intent on looking like regular bikes. Battery range and exchangeability is going to be limited if they insist on hiding the battery in the seat tube or downtube. I'd
much rather have something that I can charge anywhere, replace easily, and travel farther on. The battery and motor are integral parts of the e-bike; instead of hiding them, designers should be looking at ways to position and shape the two so they can be most efficient in all senses. My guess is that it'll be much like cars. In the first 15 years of the automobile, they kept trying to make them look and work
like carriages. For example rear wheel or all wheel drive don't make sense for something drawn by horses. I suspect that the best form for a vehicle that combines an electric motor with pedal power, might look quite different from a conventional bicycle. It very well might call for a format with something other than two wheels and we might be looking at more than one motor or one type of motor. I even think the theft issue is better solved via solutions that aren't centered on hiding the fact that your e-bike is an e-bike: removeable displays, alarms, cameras, gps, encoding battery and motor, etc.