A member of my bike club won a custom alpha with ultegra Di2 at the Big Dam Bridge ride. She got a tour of the facility, a custom fitting, and gets to pick from a fairly dizzying array of paint options. Personally, if I were in the market for a carbon road bike, they would be near the top of my bike porn viewing. So much more interesting than the big boys, made in the USA, good quality, great minds behind the company too. Good stuff.