I test rode the Cervelo R3 and the Spe. Roubaix both with Ultegra. I loved the R3. The Roubaix was a bit too relaxed for me and felt a bit dead. I opted to go for a used Giant but only because I get an incredible deal. Never ridden a Pinnarelo, just a personal thing about the look.
I'm likely looking for a new ride next winter, R3 and Tarmac on still on the top of the list. I may look at the TCR again also.