There is something fishy about selling a product with 0% APR - it means as a consumer you're actually WORSE off if you DON'T get the loan (since you would earn interest on the cash in your account). Forcing people to borrow when they don't have to is a strange way to make money off fees?
Totally. For consumers who can afford cash, it simply inflates the cost of the bike. Consumers see 0% and think free, but in reality the cost of the loan has already been priced into the cost of the bike. There's no free lunch.