Don't confuse data used to persuade investors with end-user features and benefits. The article has quotes where Gafni talks about initial feedback from investors; I think it's reasonable to assume that the $9/$60 figures are efforts to establish a notion of expected margin, not a marketing pitch.

The bicycle doesn't need to be cheaper than the traditional alternative. In fact, it'd probably sell better if it were slightly more expensive than the alternative, while emphasizing its apparently significant advantages elsewhere: disposability, fashion novelty, and "green"ness, the latter always being valuable social signal, perhaps especially among people I know that are enthusiastic about bicycles.