Let's face it, several years ago SRAM comes out of nowhere, lighter, cheaper, and arguably prettier than Shimano (at the time Shimano didn't have hidden cables).

IMO SRAM's biggest problem is not being able to differentiate their groups (Rival/Apex offer AMAZING value for weight). They've also done incremental improvements, what were you expecting, 11 speeds just because? They've improved marginally on the current system, maintained low weight, and are experimenting with brakes. Overall decent upgrades. While I think Di2/Ui2 are great, they're also needlessly complex (batteries, motors, etc.).