This is clearly the best strategy. Make it stand on its own from a design, supply chain, financial and marketing sense. The worst case scenario is a company letting eMTB bleed over into their product line where they start making bad decisions on their 98% bike line in order to enable their 2% gamble. As soon as you have accepted that 46 pounds is reasonable for a bike, it becomes harder to resist the "you know, if we just make this little modification on the Tallboy, it only adds an extra pound and then we can use some of that design on the e-Tallboy.."