And anyway, I don't buy the premise. Big Shot Bikes offers a unique service - a cosmetic color coordination service that no better company offers, as far as I can see. If people are willing to pay to get the color bike they want, it seems to me that Big Shot Bikes have simply cornered that market.
And I don't buy the premise that BSB bikes are 'crap'. They are low-end bikes, but so what? No bike is 'crap'. Even the low end ones have value, in that the frames are rugged. Yeah, they're heavy and their components will need replacing more regularly than those of a high-end bike, but the components are cheap enough that you can replace them 5 times over for the same price you might pay for 'non-crap' components. So who's getting ripped off really? I'm not so sure it isn't the guy who buys the racing quality stuff and who sneers at low-end bikes.
You simply don't see the allure in getting a bike that's color coordinated to your personal specs. As far as I can see, that's your problem, not that of Big Shot bikes or their customers.