It looks like they rebranded but it is a cheeeeeeeeeap bike in every sense of the word except price. Way too expensive for how low quality it is. Maybe they charge what metal scrap is going for but wally-mart is not a place for bikes unless you are beyond desperate and have knowledge and tools to fix it and build it up properly and even then it is just simply not worth it. They could make a low cost single speed that is decent-ish but they would have to get people actually assembling them and tuning them properly and they would cost more but wouldn't have to be super expensive but would be a good replacement for most everything they sell. Simple quality easy to repair without as much need for it.

Or just sell Buffalo bikes and make it a corporate faux "we care" stunt where for each one they sell two (or more) go to an under developed country. Would be great PR for them and since Buffalo does actual good work it would actually do something good.