As the owner attests above...the product line revamp explained here http://www.boydcycling.com/2013-product-revamp/ boils down to having new proprietary (at least for a while) rim shape etc. and updated hubs. I think the pricing is well calculated in terms of what the market will bear, i.e., it's priced a tier or two below Zipp or Enve which will be justifiable to plenty of folks. Am sure there will be plenty of satisfied customers.