Urbane is not cheap in a match your cheapest price way. I heard some guy try to take them down 1000 bucks on a 4K recumbent, and they were not interested in matching a suburban price.

They are cheap in the following ways:

- Sell good value in-house frames
- Will build out your bike with whatever components you want on it including as many as you like from bikes or parts you already own. I prefer to build my own stuff, but they do it basically for free, can't beat that.
- Will try to talk you out of upgraded components if they think the only difference is technology that doesn't apply to touring, like race lightweight, or expensive rims. You can get what you want, but they will suggest bargain options if you ask.

So they aren't cheap, but you can get a reasonable bike there if that is your objective.