It would actually be pretty nice if you upgraded the wheels, crankset, brakes, handlebars, seat, seatpost, fork and frame. Don't know why you guys hate on the big box bikes so much over here.
At least it's got a threadless fork and aluminum brake levers compared to Walmart's Thruster Fixie with quill stem and plastic brake levers. Looks like aluminum wheels, which is also an upgrade from the Thruster.
If I were in the market for these, the color combo of this one would win over the black/ketchup/mustard any day.