I'd write to santa, but he dosn't have e-mail yet.
It's the same reason my parents never hear from me...
This is going to sound entirely snobbish, especially coming from someone currently riding a Diamondback Frankenbike... but when I drive down the street and EVERY bike I see is a Trek, that little voice in the back of my head that sounds suspicioulsy like Phil Ligget begins to sing "I did it myyyyyyy wayyyy".
When I upgrade, I want something that will make the roadies from my LBS curse me out behind my back after the Thursday nite rides. (I suppose being in shape would help too).
It's a good point about the service though... And I'd like to be able to ride the bike I buy next before purchasing. I haven't found many Pinarello's around waiting for a test ride :-)
Personally, I'll probably start researching the Specialized M4, Allez Comp and the Giant TCR 0. I think I can deal with an aluminum frame as long as there is no skimping in the fork and handle bars... I'll probably go carbon on the seatpost and bars.