Both Van Moof and Cowboy are losing money too, both of them have been close to running out of runway, who knows if they'll survive in the long run. As for maintenance, the main critique on Van Moof is that almost everything on the bike is a custom made component, I'm sure it's a similar story for Cowboys. So even if you took it to a generic repair shop, they wouldn't be able to get parts that fit.

When my Van Moof broke, I had to ship it to Amsterdam for repairs, it took three weeks. My friends with Cowboys generally get faster service because they have the Tesla model of sending a repair person out to you. Other friends with bikes that have generic Bosch and Shimano parts seem to fare better, they can walk into your average bike shop and they're able to take care of it.

I got into Boosted Board electric skateboards early on, and if their story is anything to go by, these more lifestyle oriented brands tend to not fare so well once the market matures and you're better off with your Bafang/Bosch bike, instead of an expensive brick.