Yeah, this is probably true. [Almost] everyone is going to suggest what they ride themselves. That being said, I would suggest Force for several reasons. I like the shape of the hoods better than shimano, doubletap and rigid brake levers keep you from accidentally engaging the brakes, reliable tell-tale 'click' sound that's hard to miss.

Still, it's a super toss-up. I don't see that 11th speed being all too noticeable for anyone not looking at DA or Red, but then I've never used one. Best to determine first if you like SRAM or shimano actions better, then determine how much you want to spend.

It does seem to me - from when I did the same researcha few months back - that a lot of people go from Shimano to SRAM, but I've not heard of many switching from SRAM to Shimano.(Anyone feel free to call me on that if you don't think it's accurate. It's just what I've noticed.)