Unless you're disabled, why do people want an electric bicycle? I figured most people cycle because they love cycling and the exercise of it. Including hills. Is this product meant to attract more automobilist?
It's true in the USA that a disproportionate number of people bicycle as a sport, because we've marginalized it as an athletic activity. The market of people who would bicycle if it was less effort (or safer, or more convenient) is huge.
Electric bicycles are pretty big in Japan - a lot of mothers and housewives use them to get around all the time as they don't tire you as much as normal bikes.
Also, there's a few bicycles these days with two childseats, so that's a lot of weight to cart around.
Cars cost a few thousand a year + large initial investment. Lots of people bike in cities because they can't afford to drive/pay insurance/gas/parking.
It's not always convenient (or even possible) for your everyday transportation to also be exercise. Electric assist extends biking range (and makes biking possible) for people who would otherwise need to use another mode of transport -- because you have an important meeting today and don't want to be sweaty, because you are sore from weekend exercise, because the office is a bit far, because you have to pick up groceries, because you're 70 years old, because you're 8 months pregnant, because you have a cargo bike, because you have a serious bike race later in the day....
Electric assist is fairly common in the Netherlands (I have family there), where a pretty big percentage of the population uses bikes as the basic mode of transport. It's really sensible to have the option to ride somewhere without it being a workout.
