I found some interesting quotes regarding the price etc. via https://www.webbikeworld.com/damon-motorcycles-hypersport-pro-electric-superbike-revealed-at-ces/
First, they're directly dealing with the customers, so some of the cost overhead that would have gone to dealers is cut that way:
Giraud said Damon is able to offer the price on its motorcycle even with the better performance and new Shift and CoPilot system due to the direct to consumer business model. The company will operate without dealerships. This dramatically cuts down on cost and allows the company to put out its product much easier than many of the big names out there.
Then, more directly, "The battery is 60 percent of the cost of the bike.":
“They have to add a profit margin for the distributors and a profit margin for the dealers to then sell it to the consumer,” he said. “When you do that, you have to make the battery smaller. The battery is 60 percent of the cost of the bike.”
That's completely disingenuous.
Someone has to service the bikes (regular maintenance, fault diagnosis, repair). They have to be trained, and be qualified to work on the high-voltage drivetrain as well as standard motorcycle subsystems. Not to mention special training on the situational awareness system -- this bike's SW is going to be an order of magnitude more complex than other BEV bikes with all the sensors & servos.
Parts inventories have to be maintained in multiple locations so that not every repair causes weeks or months or downtime (as seems common with Zero).
This bike has special features that seem to definitely call for extended test rides -- who's going to keep demo bikes and where, so they can be provided, and explain the features?
Who is going to set up the bike for a new owner, and make sure it's fully functional?
No matter what you call those persons, they need to make a living. For a small company, it's much easier to do this through dealers than to setup a self-owned network of service centers, Tesla-style. It makes sense to give those same people part of the job of marketing the bikes, and getting a cut of the sales price as an incentive.
The bike market isn't like cars -- all car drivers I know never set foot at a car dealership unless they're actively looking for a new car. The service operation is separated from the sales.
The vast majority of motorcyclists I know visit bike shops multiple times a year, including when there's no needed servicing and they're not planning a bike purchase anytime soon -- to look at riding gear & farkles, chat with the staff and/or other riders, etc. Pretty much all shops also sell clothing & accessories, quite unlike car dealerships, and there's usually very little physical separation between the functions.