Excellent points, I do not disagree. Perhaps a better way to look at it mstateglfr is that (a) Shimano has once again made a clear differentiation between Ultegra and 105, and moved Ultegra back closer to DA as it was not even 10 years ago, and (b) yes, lot os mechanical groups have been bought, in fact the majority of bikes being sold with Shimano have mechanical groups on them, but they are int he price range that Shimano is targeting with the new DA and Ultegra electronic shifting groups.