I think the bike market is already in the process of being disrupted by online sales. Many shops are struggling or have already closed. There are several successful online-only brands in the mountain bike world such as Commencal, YT, and Canyon. One difference I see between those companies and Vanhawks is that they clearly offer the best value in their market segment (in terms of price). The Vanhawks bike is not directly comparable to other bikes out there, so it's hard to know if it's a good deal or not. I also wonder how many commuters will want to spend $2k on a bike. The mountain bike brands I mentioned are all aimed at enthusiasts and are able to leverage professional sponsorships and mountain bike specific media outlets to validate their product in the eyes of potential customers.