As long as their manufacturing plant continues to crank out quality frames, I don't care what their advertising plan is. I bought my Cross Check based on owners' reviews posted here, and value/price point. They make (a few) decent, durable bikes stocked with mid-range components for people who want a reasonable priced vehicle they can beat the snot out of and not feel bad about getting it dirty and scratched up.
Then they make crazy stuff like the Moonlander.

My favourite description of anything in their specs was regarding wheel components:
Spokes - DT 14g, silver. Spokey.