Folks don't seem to realize how badly Shimano (and to a lesser degree, SRAM and Campy) have the bike drivetrain market locked down with patents. Anyone who wants to compete has to come up with some wacky new stuff (or feed off old tech like MicroShift is doing).

It really would be difficult for a new player to enter with a 2x11 system without a ground up redesign that, as the cable-pull parallelogram derailleur has been refined for nearly century, wouldn't be as good. We should be glad when any new company is bold enough to bring a new group to market, even if we won't use it ourselves.