Just to make things clear. I am not saying that the brand is not reliable. They are for sure professionals in what they do and as you said configuration and custom paint is nice. However I was really surprised by the price. In this price range ~4,5k USD you can have top market Chinese frame like SEKA and equip it with mechanical 105/GRX and alu wheels.
Than start a brand, offer 5 years warranty in the EU, buy frames, buy parts, build a bike, paint it, make a website, pay people, pay taxes and we will see how much you got left

some of you guys should really try to run business in EU first and later criticize.
I don't own their bike, but bought few things from their shop online. They're always helpful, offer advice, give discounts. So maybe it's not actually "my local bike shop" but I still support them. They're not ripping anyone, those prices are just a harsh reality for business in EU.