cog: the 47/19 gear ratio is awkward to me. i feel like i'm spinning way too much for the speeds i'm going, and i like to go fast.
bars: don't like the dropdown look, and prefer leather over cork. simple as that.
saddle: i feel like i have to sit too far forward on the stock saddle for comfort, moving back makes my sitbones hurt. need something softer or smaller and i hear great things about brooks [and the looks don't hurt either].
tires: simple aesthetic. i want a set of vittoria rubino pro II's to match my frame and make it 'pop'.
all in all, just my personal preference, but i can see why people would be all wtf since i'm already changing a new bike..