I don't really care for the look of them - they look very round, and a bit too basic. The video has them sounding okay, but it's hard to tell whether that's been edited (it could even be a different bike, heh).
If this somehow gets more people into riding, then that's great. I don't think it's any better than what other companies are offering, and I don't think it's the best entry level bike, but some people really need a Harley, I guess, and this should appeal to them.
For a company that plays to an image that claims to be raw and rebellious, they play it very safe from a styling and spec perspective.