Then that would be a good deal. But finding a used bike in the right color/size/area (or shipping option) is more hit and miss than it is for used cars. And it is still "used", which not all buyers are willing to deal with.

Six of one, half dozen of another. Questionable marketing tactics aside, BD does serve one area of the market. I've been looking at them for a while, for something of a newbie bike; the ads are a bit deceiving, but the prices and components are decent. I can handle basic tools, follow directions, and search for stuff on the internet. But I'm not so sure about piecing together a bike from the get-go; too many options, too much shopping, rather than riding. I'm pretty sure that a Sora bike from BD will compete nicely with a Sora bike from an LBS; bits that are wrong sized will cost just as much to replace from as it would from an LBS, and parts that wear out would wear out on an LBS bike too.

Basically, I think a Sora bike would cost less from BD and I think I'd be fine with spending some part of that savings as I need to. Say, upgrades if the wheels don't last; those upgrades can easily go onto a used bike. Or better fitting parts (handle bars, stems, etc)--it's not as if I'll know exactly what I want when I purchase from the LBS.

Everything is a gamble. An LBS might be loaded with fools. A BD bike might weigh too much. I might have to still take the BD bike to an LBS for some adjustment that I just cannot do (like wheel trueing). But I probably spend more on beer every year than the cost difference.