Anything from Bike Direct is not a real brand. They just use various recognizable brand names for marketing purposes.
So just value it based on components.
Just remember at that price, you can buy any number of vintage touring bikes if you so desire. And any one of those vintage touring bikes will continue to go up in value in the years to come.
And all of their list prices are total BS. At the same time, you cannot find a new brifter bike for $400 anywhere else.