I've got one recently, and I'd say that most of the comments on this thread are fair, but some are not, and many are missing the point of the product.
My first observation would be that the comments about it being an expensive rebranded product are way off the mark. In terms of the hardware the bike is unbelievable value. So far as I can see there is no other way to get the combination of near silent magnetic resistance, watt and cadence measurement, and bluetooth plus without spending crazy money. The most obvious way, buying a Tour de France or a decent quality standard magnetic spin bike like the Keiser M3 and slapping a pair of Garmin Vectors on it would be between £2500 and £3000, and in the latter case the resistance wouldn't be controlled by whatever programme you were using. I bought my Bkool Smart Bike for £999.
My second observation is that I think this product (the bike and the simulator together) is aimed squarely at the fitness market than the cycling enthusiast market. You can see that in the far-apart pedals, the lack of frame adjustability, the fitness style handlebars etc. Its obvious competitor is the over £2000 peleton bike, which is nothing more than a felt pad spin bike with a white boxed android tablet slapped on top. Again, compared to that it's ridiculously good value (as is the much lower monthly subscription). What it's best at is giving you a spinning lesson where the instructor is automatically changing the resistance for you, whether you like it or not. For me it's really important that you can race ghosts and bots or watch video versions of your routes or go in a velodrome because I find training brain-numbing and need something to keep me distracted for 35 minutes. Zwift and trainer road didn't work for me in that regard. but if you're the kind of person who is happy to plug away on a power trainer for hours you're probably going to consider most of what Bkool does to be gimmicky.
Third observation. Bkool's software is still wonky and the support is still crap. Whoever came up with the idea of splitting the session management, the simulator and the gear change between (respectively) a website, an application and another phone application should locked up in Arkham Asylum. It really feels sometime like someone high up in that company, either in development or in management, is a moron or a lunatic. Whatever the cause, they should stop innovating and consolidate and fix their existing platforms before they do anything else.
In conclusion: I think its a brilliantly good value product for the fitness market, albeit one with some noticeable flaws. If you want gamified blasts of almost silent , cycle-based exercise for under an hour or two its the best thing out there right now. If you're a serious cyclist looking for a training tool it's probably not for you.