They made some really good bikes in the past. I remember my Inbred - a really, really good machine, actually amazing for £400. It was a really good steel MTB complete at the same price as a
Halfords cheapie.
I think their biggest challenge is the lack of personal finance deals around the corner and the fact that after a while, you realise all their "sales" are smoke and mirrors. They remind me of the car dealership I visited last year when I was hiring a van and noticed the sign saying they didn't accept cash payments for anything - it struck me then that rather than being a company that sold cars, they were a company that sold loans.