Originally Posted by TrojanHorse

I believe Force was updated this year with zero loss, which would explain the tiny price difference between Force & Red brifters. Frankly, it looks like the Rival levers have zeroloss too, so I'm not sure why you would spend $150 more.

I went with Red shifters when I upgraded my bike this year because... well, why not. The rest of my components are Force. I've been pretty pleased with the way they work too although i wish there was a trim position on the small chainring. Oh well.

From SRAM:

"Built around SRAM’s DoubleTap® technology, SRAM Rival controls offer a performance advantage that other competition level shifters can’t touch. With Zero Loss shifting front gears are engaged immediately. And, like SRAM Red, SRAM Rival has its front trim position on the big ring. Added cable routing options allows for both brake and shifter cables to run along either side of the handlebar. SRAM Rival also incorporates the popular reach adjust feature, which SRAM invented, and allows riders to customize their brake and shift levers. Now every rider has a choice on positioning their DoubleTap® levers."