The only challenge is the price, and if you look closely, the $500 price is only available for a few more days. After that, it jumps up to $1300.
It looks like you can get a batterypack of that capacity, a ~350W hub motor, a motor controller, and a twist throttle for about $500-600, retail, through mail order, wholesale will be significantly less. Throw in a shitty steel frame and some other mediocre components. Seems like the $500 price is ~break even to generate buzz, and the $1,300 price is going to be profitable.
I wouldn't buy one, but I'm sure there are plenty of people who will.