Not so much, really. About a year ago I upgraded my race bike - not because I wanted a fancier one, but because I wanted a slightly larger frame. The upgrades just came with it.
Aside from that, I've not really had the urge to upgrade equipment. Just an urge to get some fresh kit.
I learned not to get excited about upgrades after shelling out a lot of cash for fancy wheels. While they did everything I wanted and I got a lot of bang for the buck on the visual front, they've never really seemed THAT much better performance-wise.