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steely
Have been instore a few times and overheard issues with new bikes and the free first service seems to be used as a safety net by staff to just not bother adjusting gears and stuff. Not noticed any halfords style backwards forks.
For lots of shops(not just evans) bike building is more just taking the bike out of a box and adjusting 2 or 3 parts, the bike will likely come similar to this into the store and they do as in the video, problems if any will be bikes that arrive with gears not indexed properly get passed to someone who isn't good at adjusting gears, also that 1 guy who likes to do every bolt really tight(too tight).
https://www.youtube.com/watch?v=M3UIIz8cVms
I would look into it more, when I considered the cyclesheme offered at work and was looking at a charge plug it seemed the saving just filled the price gap between evans and wiggle.
http://www.wiggle.co.uk/charge-plug-1-2014/
http://www.evanscycles.com/products/charge/plug-1-2014-singlespeed-road-bike-ec053632
http://www.wiggle.co.uk/charge-plug-2-2014/
http://www.evanscycles.com/products/charge/plug-2-2014-singlespeed-road-bike-ec053633
Dunno what you are looking to get but shop around if you can.