Electric and Italian just doesn't seem to go together for me...

I'm very curious as to why in a business sense Campagnolo went the electric shifting route. They already have a niche market and very loyal customer base. Even with the added feature of multiple shifts and 11 speeds (if that's a feature) I just don't see these groups selling. SRAM has an entire ad campaign now decrying electronic shifting. I'm surprised Campagnolo didn't jump on that wagon. Perhaps they've already invested too much R&D and felt they had to bring the product to light? The romantic in me wants to believe that they honestly see a practical advantage to electronic shifting and felt it would benefit the rider in the end. But I don't trust ANY company to think that altruistically...

One more question for anyone who may know, will Campagnolo's electric cable routing be compatible with Di2 frames?