It's an all-carbon bike... of course they'll cost a bit more, even just for the frame... And the SRAM Rival group is on par with Shimano 105... so it's not a bad group. $3k is a little steep, but there is a big jump from aluminum frame to carbon frame. Like others mentioned... people who want a fast(er) road bike who aren't used to a drop bar are probably running out of options, and willing to pay a premium.