Earlier quoted context omitted.
What did Van Moof make, exactly? Do you think they were normal bikes? They made expensive e-bikes with theft recovery features. They have features that make it possible to trace and locate them, and Van Moof would actually do this. For people who spend €3-4k on an easily stolen object that the police won't care about, that's a unique selling point.
I am not sure why everyone thinks they are expensive. Just the bike is about 2000 euro. There are eBikes costing 4000 euro. My van moof was about 2800 because I bought the 2 packages taking care of theft and repairs. Because of their image I never have to lock the bike besides their amazing kick lock bike, so getting on and off the bike with locking and unlocking it is a matter of seconds. This is not expensive at al…
ps. I also happen to own a Brompton, which is another strategy - fold your bike so you can take it with you anywhere. Even it was heavily overpriced (~900 GBP IIRC), and it has propietary parts so servicing is not easy. My excuse for buying it is that it paid back it's price in about a year of commuting (by not having to pay for public transport).