When you say not in the case of the neo, do you mean that you pay more just for the way it looks and the forks and breaks?
Is your experience with this bike positive?
The component spec is very budget. The forks can be bought for less than £50.00 and brakes aside it wouldn't cost significantly more for the rest of the components, and the quality of the bearings is shocking. The paintwork isn't great either, and chips incredibly easily.
The motor and battery aside, I'd say that you are definitely paying for looks.
My experience of the bike has very much been a roller coaster ride, and certainly isn't one that I'd call positive. Having said that though, I really love the bike, and would certainly never get rid of it. Countless other owners have had no issues at all and are putting in some serious hassle free commuting mileage.
I have had to spend a lot of money on my bike to get it the spec that I want, which was totally my choice, and every ride on the bike makes me smile and want more.
If BH swapped out the forks for something decent, then the other minor niggles wouldn't matter. Sadly in life when something winds the crap out of you without getting resolved, which in my case was the front forks, it suddenly becomes very easy to find fault with everything else. I guess that what I'm trying to say is that just because my experience hasn't been good, it isn't to say that everyone else has suffered the same, so don't judge the bike solely from my experience.
If you were to ask me if I'd buy another if mine were to get stolen. I'd probably say yes, but I would want a decent discount in order to spec the bike back up again.
If you scroll down through this link, the modifications are detailed.
http://www.pedelecs.co.uk/forum/media/2013-bh-emotion-neo-xtrem.13/?page=1#comment-13