Between me, the wife and kids, we have probably purchased between 10 and 15 Treks over the years, spanning everything from (lots of) kids bikes, to touring, adult full-suspension mountain bikes, etc.

I sort of fell out of love with the brand about the time they stopped making most of their frames in Waterloo WI. I originally paid more for Trek because my experience was that they were high-quality, low-maintenance, and the frames were produced domestically.

I just compared an Ultegra Di2 Domane with hydraulic brakes to the steel custom bike I had built for me 3 years ago in my own zip code, and I paid less for mine, even with better wheels, etc.

I just don't feel like their list price is justified any more, and can't really see a significant advantage over Specialized (who I avoid due to their litigation) or Giant (who are significantly less expensive).

Also, most of the modern Trek stores (as opposed to the one where I bought the majority of my bikes) seem far too monolithically brand-oriented and extremely pushy.

Finally, for whatever reason, every aluminum Trek bike I have purchased, apart from our full-suspension mtn bikes, was a very harsh and unpleasant ride. (I have cynically concluded the main reason for full-suspension is to compensate for the harshness of their aluminum frames.)