The GoCIty is about $100-200 more than other mail order competition, If your price includes full warranty support with store front support or Velofix coming to your house for a year, it could be better than buying a competitor with no suppport and not being able to get it fixed.
The rest of their line is way more expensive than mail order bikes of similar quality. One man's junker ebike is another man's main ride. We all have different expectations.
Take care. Stay healthy.