This Trek model reminds me of what Wal Mart has tried to do with their online sales. Pay full retail, and ship it to the closest store (without telling you how long that will take). Best Buy does basically the same model for internet sales. I can't speak for anyone else, but I don't know anyone that shops either internet sales site. Everyone I know goes to Amazon, or Newegg, or similar. IMHO, because the consumer does not benefit in any way. Instead people go to Wal Mart and BB for hands on, or immediate needs. IF Wal Mart has issues making this model have an impact, then I don't think Trek (or Giant or anyone else) can do so either.
I certainly agree, things will be a changing. That writing has been on the wall for some time. However it shakes out, the consumer will have to see tangible benefit for any one model to survive. Bikes Direct provides a price advantage, and that model is unlikely to go away, but it remains to be seen how the others will shake out.