The more I think about it, the more I think this works for both S and their LBS partners…
If a customer can get into a queue and buy a bike and then ship over to a LBS to be assembled and inspected before pickup, for the same price as shipping to home and assemble it yourself, I think most people would chose to pick up at bike shop if the shop is close enough (there are many people who have no interest in learning how to put together a bike)
Bike shops in the other hand, do not have to handle customers bitching about the lack of models or sizes. They can tell them to order online (get into the queue to get a bike) and wait to it get shipped.
anyway… Mr Cynic is still alive and well… but I think this move makes perfect sense…
I would not call it direct to consumers, like Canyon, tho.