Bought it on bike direct for $449 6 months ago, plus tax was about $500.

Same quality as $900+ entre level quality road bikes such as Trek, Specialized, Giant, Fuji. The reason why bikedirect is cheaper is when purchases online, you will have to assemble it all by yourself, asking bikeshop to assemble it will cost a lot. But I've done it for you, tuned up by bikeshop professionals, so no worries.

Also upgraded the shifter from 2200 to Sora, plus the lights and the lock and the helmet (more than $150) and the whole assemble tool kits.

Firm price $350, limited offer until Friday 8/9.