I'd upgrade the following...
$350. 105 or Ultegra SL Crankset/Brakes (w/SwissStop Pads)/Pedals
$450. BWW Blackset 11 Wheelset with Contis

Then, personalize it with...
$375. Bar/Stem/Tape
$325. Saddle/Post

That would bring the bike to about $3,000. complete (after selling off OEM parts).
And that's it. I wouldn't pass that number for this bike.

For "me"? I'm looking at building up a higher quality framset (along the lines of a Madone 6.X/SuperSix HiMod/etc...).
But damn...that 3.1 looks like it'll be a nice bike to tide me over until I have built up the dream bike.
Or, I could take all the premium bits off of my CAAD9 (Dura Ace 7800 group, cockpit, etc...) and
swapping the 105 to the CAAD making it into what I intended it too be in the first place (trainer).
The Madone would be my weekend bike (Centuries, group rides, etc...).

Hmmm...