Firstly, they are using a Buell motor (why are Brits using unreliable Yank motors?), and the Buell has been discontinued by Harley. After-sale support (parts and services) may be an issue, especially in 3rd world SA. Secondly, it's a 'split pea' configuration, with forward controls and low bars, so your butt is back on the saddle, and your feet are forward under your hands... can't be very comfortable, especially on long rides. (This according to the caption on the Spud page. The pic shows standard RC config.)
Admittedly, the Ruby looks very cool and different. Not the sort of bike you'll see on the road very often. Wonder what the prices will be like?
it does kinda look like a cruiser, offroad and a sportbike had a threesome and this was the result. i still cant quite decide who was the father though, not that i know much about bikes