I just built the $500 bicycle. It was made by Dynacraft, which makes Magna, but it seemed a lot higher quality in its materials and workmanship. It has a Shimano Nexus 3-speed internal hub like those you find on heavy-duty urban commuter bikes at bicycle rental stations. It was also wrapped within an inch of its life in foam and cardboard in an oversized box. Took me about an hour to unwrap and build it. Everyone that came back into the stockroom when I was putting it together thought that the flower-print design was pretty, but blanched at the $500 price tag (I didn't tell them that the bike I sometimes ride to work on cost over twice that).
I also carried it into the signing room, with the double kickstand down, as it was arguably a one-of-a-kind display, and I didn't dare scratch it by putting it up on the crowded bike hooks to rub against the more plebian models, or dirty the white tires by rolling it on the floor. We didn't get the Missoni bike last year, so not sure how quickly it will sell at that price.