I can imagine the boardroom where the suits from Pantone and Priority Bicycles are all nodding in vigorous agreement as the to genius of this marketing scheme. Maybe even the lady reading the ad copy in the YouTube video even believes in the words she is saying. Hard to swallow that, but maybe. It seems like a "The Emperor has no clothes" type scenario to me, wherein it will require the innocence of a small child to proclaim the truth that all the adults in the room are in denial about ie. that apart from the fact that these are indeed bicycles, there is nothing special about them at all, no distinguishing qualities or features that separate them form the thousands of bicycles already available from a variety of big box stores. They will end up in basements and garages all over the country, flat tired and unridden for many years to come.
I like the toy-tool continuum and pondering where bikes can be or how many places they can be at the same time or how many bikes can one person have. And like you said 37 the spokesmodel pushes it into another realm onto some sort of eye candy - cardboard cutout continuum.