Recently Dean Rogers, a new customer of Seven Cycles, wrote a great overview of his experience purchasing a Seven. He worked with River City Bicycles--one of Seven's first retailers--and Dean details the process on his blog Koifish. Dean does a great job of concisely describing the process through which each Seven customer goes.
"Without ever cutting the bike shop out of the process, [Seven] established a direct and personal connection with the customer, and provided a mechanism for staying connected until the frame was ready. Many bicycle manufacturers actively avoid customer contact and rely on the bike shop to be the interface. The contrast in approach couldn’t be clearer."