Well, I'm trading in my two month old Trek 7.2 FX. Guessing $350 trade value on it. I'd be willing to put another $700-800 on top of that. So something in the $1100-1200 range new I guess, or less if there is a decent bike.
By the way I called Specialized and they said go with the Tricross as its the only road bike rated for 300lbs. One LBS said Madone, Dumani, Roubiaux and Secteur, I believe.