"Across a test period, CW has seen the price of the Specialized Aethos Comp increase from £4,500 to £5,000. With the cost efficiency of selling bikes direct, it'll be interesting to see what the next movement of prices will be."

LOL - I'll help solve this mystery for everyone. Specialized won't be lowering their prices.
At this rate, I'd say we're roughly one product cycle away from a $20k S-Works model.