Contact bikesdirect.com and see if they will replace it. If not, have the whole wheel rebuilt, probably not cost effective, depending on the wheel. Or, buy a better set of wheels. They have some pretty good deals on bikes, but there are reasons they sell at what seems to be lower cost. They have to cut costs themselves to do this, wheels are one of the big ways to save on the build cost.
You do not state what bike you, purchased or what wheels it came with. So, I am just guessing it is not one of their higher tier bikes.