The distinction is where you spend your time and what you get control over:
Pre-built + customize: You control the riding experience — frame geometry, fit, component quality, accessories, aesthetics. The electrical system (motor, battery, controller, display) is pre-engineered and warrantied. This is where most riders live, and it covers 90% of the "I want my bike to feel and look different" goals.
DIY from scratch: You control everything, including motor power, battery voltage, controller programming, and power mapping. This is where you can build a bike that reaches 30+ mph, uses a 72V system, or has custom torque curves. The tradeoff: every component interaction is your problem to solve, and troubleshooting electrical issues requires multimeter-level knowledge.
A practical middle path many tinkerers use: buy a pre-built bike, ride it stock for 3–6 months, then decide which one or two things actually limit your experience. A saddle swap and new tires changes how the bike feels more than most people expect — and often that's enough. Deeper electrical modifications (controller reprogramming, motor swaps) are for riders who have already maxed out the accessible modifications and know exactly what they're chasing.