I like it better than any of the other FX Softails available at this time. I think the MOCO made a good looking bike with a good basic platform to custom.
To start cheaper, I would go with removing the pillion and adding a fender bib. Then swap the handlebars for street slammers.
Change the mirrors for circular ones (the bike has a lot of curves so the stock don't really match up). Then add some typhoon wheels or 6 spoke slotted black.
I like the springer front end idea. I would add some apes, but the first to go would be the pipes. That would be no big deal though, since we all do that anyhow. Maybe sone Vance and Hines big radius black would work for me.