As stated by the poster above, it's not a "Trick". The buyer sees exactly what they are buying so it's not like they pulled the bike off the floor with Ultegra everything and when they bring it back out from the service area the crankset is changed to FSA and brakes are changed to Tektro.

The fact is that the majority of bike buyers out there, especially novices that are just getting into the sport, don't have a sky high budget. Most of the time their budget seems to be the magical number of "$400". So in order to keep the price down on bikes, they will use lower end components like FSA cranksets and tektro brake calipers.

One can get a bike with FULL ultegra components if they want, but they will be paying a few hundred bucks more than a bike that is equipped with an FSA crankset and tektro brakes. So keep in mind that the price the customer pays for the bike is reflective of what they are actually getting.... no tricks there.