Bikes - transportation or fashion accessory?

Urban Outfitters is now selling custom bikes on their website. Does this seem kind of weird to anyone else? It's good that they are promoting biking, although I get the feeling they are just jumping on the "hipster fixed gear" band wagon and selling the bikes as the coolest new accessory.

You can get it custom built for just under $400.

Here's the link, check it out for yourself.