When I checked out a Ute at my LBS I didn't love the bars either, but as you note that isn't hard to change. The bigger issue in my mind is did I want access to all the ready to rock cargo hauling potential of the Xtracycle [Freeloaders, wide loaders, long loaders, etc...] or did I want to be starting some DIY projects to get a cargo bike rolling the way I want? Personally I'm not particularly handy so I wanted to stick with a product that was proven and had lots of options off the shelf.
If you are satisfied with the bags & accessories available for the Ute or you are cool with building the yourself you can't argue with the MSRP. I hope they get a bunch of these bikes on the road so we can start to hear now they work and people can get inspired on the DIY side of things.