Yep, this was a well known scheme. They tried to be this hip and overpriced designer brand that people flock to for the name, with a bunch of proprietary parts that requires their own service centers to maintain them. Complete garbage tier imo. One of the nice things about bicycles is that they're so piss easy to maintain by yourself even. The majority of it doesn't even require special tools and it is a fun experience to learn too. Imagine if brands like this became the norm and suddenly you could barely find bikes where you could do that? You'd always have to pay up to some corporate entity instead. Definitely good riddance.