When I bought my first C2W bike, a few things kept going wrong and the shop fixed it. It is preferable to have that point of contact to get it sorted quicker and easier.
So ideally I'd want a shop, and a better selection of bikes. I could go to a different shop I suppose, but then there'd be the fitting to get and pay for.
I actually expected folk to say 'Cube bikes are great' and I'd be somewhat reassured and go for that