Plush also has a lot to do with the way dampening materials are being integrated into frames now. Look at what Specialized, Trek, Ridley and others are doing. Also, Trek is rumoured to be bringing the rear suspension piece from their Kleins over to the Pilot line. Bringing the bar up closer to the saddle height also is going a long way to improve comfort for a lot of non competitive cyclist. Most custom builders offer extended head tube lengths that are VERY popular options. Also, people shouldn't confuse "comfort bikes" with the new plush road bikes. A Specialized Roubaix is a very different animal from a Raleigh C-30.