I went to their shop a few weeks ago intending to buy the cheaper (£999) drop handlebar Sherpa.
However, on seeing the cheaper one and the world tour one (£1499) I was convinced enough by the better components to get the expensive one. Everything just looks better- the wheels are better, they have the best shimano components, the brakes are way smoother and more responsive- you can tell that even when just squeezing while stationary.
Also, I had intended to buy the racks (£70 each) and bottle cages and bottles (£35 for the 3 lots I think) and a couple of other extras for the cheaper one, which come as standard on the expensive one. It ended up being about £300 more for the one I got, which I think was so, so, so worth it for considerably better components that will last longer.
It should be said that they're a great company. They spent more than an hour with me, answering my questions and giving advice. I wanted drop handlebars because I like the range of hand positions but I was keen to be as upright as possible for comfort. They suggested that they build the bike but don't cut the handlebar tube. Then when I go to collect it, we can start with the bars really high and keep lowering it until I feel comfortable, then they'll cut it in that position. Genuinely nice people.