Bad marketing strikes again...
I think they're doing themselves and the consumer a dis-service by marketing this as a "motorcycle." Being from the states maybe the connotations between scooter, motorcycle, motorbike, etc are all different in the UK, but I see lots of dis-appointed, confused people in the futur of this bike.
The bike looks like a hybrid scooter-dirt bike, it doesn't go over 50, and right now at least makes almost no noise.
Motorcycle enthusiasts are going to take one look at this and pass. The sales are going to be pants, and the whole project, which has a seed of a good idea behind it is going to tank.
They need to market this as alternative urban transport, which is exactly what it is. It's a segue that's faster, cooler looking, has a longer range, and is able to use the majority of roadways. That's not only more truthful advertising, I think it's more effective.