looks like a Halfords version of TvH's Swarf
I don't think it's been hit with the ugly stick any more frequently / harshly than a lot of other similar bikes. At £1k aesthetics should not be your first consideration really, either, but yes you've got to like what you buy.
I meant it as a compliment not an insult!
@Howard started
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looks like a Halfords version of TvH's Swarf