Thanks to frame-integrated batteries and shrinking motors, ebikes have come a very long way in the past few years in terms of simpler, sleeker looks more in line with traditional pedal bicycles. Still, while they're not as immediately recognizable as they once were, ebikes are often designed to…
Ride1Up makes very similar “stealth” bikes for less. Their cheapest is $1000 (I think it’s actually on sale for $900 today) but it has cheaper parts. The nicer “gravel” variant is $1350 and it has nicer parts like a Gates belt drive.
But this one looks to be a couple of pounds lighter, and has a bit more range. So it might be worth the extra $150.