Most shops will sell a Steamroller complete for around $650-$675, plus tax (8.75% where I live). Since bikesdirect is selling it for $630 total, including tax and shipping, if I were to order one from BD I guess I'd save between $75-$100. I'm usually a support-the-local-LBS person, but I guess if you can have the exact same thing as what you'd get from your LBS shipped to your door and save $75-$100, and if you are experienced enough with bikes that you can put it together yourself without any difficulty (the headset and bb/cranks come installed already on BD bikes, right? so it's just a matter of putting on the stem/bars, adjusting headset, putting on cog/lockring/chain/wheels, greasing the seatpost and everything else, and riding?), then I can see why someone would go for this. The Steamroller is a good bike.

I had a Steamroller for a couple of years before it was stolen, before they offered the complete build, and I spent a lot more than that to build it up (granted I had nicer components). Still the components that come on the complete build seem decent and able to take some abuse (e.g. Surly hubs are probably a bit nicer than what comes on the Kilo TT, but I really can't say for sure), and it's sooooo much less expensive than doing it the way I did it. I wish the complete build would have been available back then. I totally would have gone for that, and just upgraded when things wore out.