I went and looked real quick. I did not see a Dawes Lightinig Sport; but, I did see the Dawes Lightning 1000 http://www.bikesdirect.com/products/dawes/lt1000.htm , which looked like the lowest priced bike in the Dawes Lightning line.

I saw that it was priced at $389. Last weekend I saw a GMC Danali for sale at a Wal-mart in Springfield OR for $99.

Very simply, I expect that you are right. The Dawes should be a better bike. However, it does cost nearly four times as much. If instead of spending X you spend 4X, assuming you do not get riped off (say, for example, instead of purchasing the Dawes, you, instead, purchase a Trek Portland), it is safe to say that you will get a better product.