I don't think it is shady at all. I haven't seen anywhere that they are promoting themselves as the original companies. Kestrel is not making their carbon frames in the same plant they were 15 years ago. Now they are built in a Chinese factory & in my second hand experience, the frames have gone from being the most durable carbon frames made to some of the least durable. That's not shady either, but just a business decision regarding how to reduce costs.

At least Bikes Direct builds their bikes in Taiwanese factories with good reputations. My wife has 2, a Le Champion Titanium & a Fantom DS Comp. Both have been great. We purchased the Fanton at Cycle Spectrum which sells Bikes Direct bikes. That was one of the best buying experiences I've had. The owner of the shop did not try to oversell & was extremely helpful. The Le Champion was ordered online. One of the Mavic Aksium wheels had a spoke that came loose from the hub. Easy fix & nothing broken. Everything was packed very good. I wouldn't hesitate to purchase from Bikes Direct or Cycle Spectrum again.