Trek seems all in with ebikes, this could be a game changer for the US market. Trek is in both small and large markets here and hopefully will expose many more potential customers to ebikes.
I have 2 bike shops within a 20 mile radius, Specialized and Trek. The Specialized dealer told me in 2014 they didn't want to sell me a $4k bike, as long as it was "that kind of bike". They will not allow ebikes on any kind of sponsored ride, even casual family or pub rides. They still do not stock ebikes. I consider this dealer fairly high end, high volume and wealthy. I did purchase a bike there in 2013.
The Trek dealer is a family business, welcoming of all riders and is a People For Bikes supporting dealer. Nice people, always fun to just drop in. In 2015 I spoke to the owner about ebikes, as they do sell other brands. Their concerns were investing in ebikes and not selling them. I hope Trek supports their small market shops and encourages them to sell ebikes, without taking such a gamble.
Manufactures need to support their dealers with sales and service education. Dealers also need stock support, so they don't lose money when models don't sell. They also need to push their dealers off the cliff into the ebike world. I really like the Trek offerings, but they won't sell in rural America from a catalog or a one off manufacturer event. I have high hopes for Trek ebikes.