To answer your direct comparison, I would say operating cost and durability.
In our research and conversations with fleet customers (municipalities, resorts, rental operators), the seasonal repair bills on bicycles and electric bikes are very significant, including for large name-brands. Some operators report replacing bikes once per season. The facts are that bicycle most commercial components were not engineered for sustained use without regular servicing, which is fine for many casual individual customers. I would answer your question by saying that SURU is a ride and forget solution for people or companies that simply don't want to think about maintenance except recharging the battery.
Serviceability is not an issue. The wheels and tires are designed to handle three times the mass and five times the speed of any bicycle. The tires will outlive the bike, the rims have four time the lateral stiffness, and hub brake is self adjusting and is unlikely to ever require replacement. If it does we sell the parts, which can be installed by any bike shop. Unlike bicycles, which use absurdly expensive and proprietary solutions to basic engineering problems like bearings. A SURU swingarm bushing costs $1. Per pair. The headset bearing is an off-the-shelf cartridge bearing you can buy anywhere for $10.
SURU may not be for you, but we have earnestly tried to design and manufacture a product that fills the need for an e-bike that offers more than a converted bicycle, which, is what 90% of e-bikes are. Plus unlike the competitor you mentioned, it is manufactured in North America.
I hope that makes sense.