The only good thing about bikes direct bikes is if you want a quality build kit for a good frame, you can buy one of theirs and save a few bucks. They are **** frames appealing to their market.
What I really loathe is the people that order a bike from somewhere like bikes direct and come and take it to us (LBS) to get it built/adjusted or to get a part that mysteriously broke (eg, FSA carbon cranks) replaced only to have to tell them to take it up with someone else, politely, because they don't hold a warranty, and in turn, they tell everyone that we suck because we couldn't fix it whereas we don't care because we made $0 out of the bike, and effectively lost money, and chasing up BD's problem only costs us time, which is in turn, money.
A nice little anecdote to counter anyone who says their frames ride great is someone who decided they would buy one (same frame, different label) and race it. They crashed, taking off a fair amount of skin, because the frame was so crap. It turns out it flexed so much that it would phantom shift the RD when power was put through it. Nasty stuff. Sure it's comfortable, but then you find out half the carbon in your $100 frame is dyed fibreglass.
No offence intended to BD though. You appeal to your market, pretty well infact, by employing some clever business skills. Your a business, it works, well done.
If you actually bought one of their bikes to ride, stock, don't sell up its great ride qualities cause they are cheap, Chinese (it may have a Taiwan label, but in many cases that means it was built by a Taiwanese company by their factory in China) frames with very limited R&D. Keep the components and buy a real frame. If any of those components break, your LBS most likely won't replace them without charging retail (maybe a discount if your lucky, but remember, they didn't sell you the bike) and they might not be able to repair them (if they are repairable) because they may require a specific tool that they don't need, and thus, won't purchase.
Summary, BD frames are crap, the components are good but never complain to your LBS if they break.