That bike appears to split the difference between a box store bike and an entry level hybrid from Trek, Specialized, etc. The price is right there and the components seem a step above the cut-to-the-bone margin stuff at wally world vs. decent stuff on low end major brand bikes.
I did assemble a Nashbar MTB for a family member and it was really junky. not that much better than a box store bike, really. I think it was actually around the same price. But even from the pictures on that one, I could tell it was going to suck.