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@Velomancer
Agreed. But you could do it through your LBS. I think Trek and Cannondale did similar thinks on pain and decals at one time.
If Specialized had a build your own Langster section on the site it could be ordered, paid for and delivered though your nearest Specialized dealer.
The logistics are pretty simple if you keep the variations manageable... 5 frame colors (plus custom paint and decals for extra dosh), 3 types of bars, half a dozen wheel options. 4 different saddles and seatposts and a few cranksets and chains... it's basically what they're doing for the City Langsters but they let the customer choose the combination of components.... You can build an entire bike or if you only want wheels and frame that's all you get.