They're trying this at my store too. Literally everyone I've talked to about it thinks it's one of the stupidest decisions ever. Except for our STL who I think is really just trying to put on a good face and act like a team player.
There are so many reasons why this is a terrible idea - safety concerns, inefficiency, space and noise issues. The only good aspect is that the bike builder will be available to answer bike questions but I think the cons definitely outweigh the pros. And from what I've seen, how many bike builders are actually genuinely knowledgeable about bikes? I can't imagine Target attracts many skilled bike mechanics.
I'm just looking forward to watching this crash and burn. I give it a few months tops. Some kid is going to get hurt, their parents are going to sue, and back to the back room we'll go.