There's certainly lots of potential for development in that market, but it's not terribly interesting to me as a cyclist for the same reason their gas powered antecedents, what we used to call mopeds, were not of interest, namely in that they do not express the characteristics and virtues of the bicycle or cycling.
There's clearly a market for eBikes as transportation, though, so hopefully they'll continue to develop them as low cost alternatives to scooters, motorcycles, and automobiles.
Using a smartphone to enable features like navigation-- the top tube mounted one used haptic feedback, it said-- makes sense given the prevalence of smartphones and multitude of electronically enabled features, like security, system monitoring, and safety features like crash alerts and tracking.