long while ago i saw the website of the chinese vendor that provides Hab with his bikes. Their list price is (obviously) much lower than Hab's. Hab provides as warranty a new frame at 1/2th the cost of the original. In fact, that same money money (1.50x Hab msrp) is how much it cost to get 2 frames from the original vendor/builder, so Hab is guaranteed to at least break even with every customer.
Good business model.