So I read down to "the only choice was stainless steel," scrolled back up to look at the picture, noticed the internally geared belt drive, thought "oh dear," and then scrolled down to the price. Then I finished reading.
I associate that price range with weight-weenie roadies, which does not exactly seem like the target market for this bike. It seems kind of neat, but I don't see how they expect it to sell, really.