The Endurance SL Disc - Pro has caught my eye. Getting an Ultegra Di2 bike with custom paint for approximately $4500USD got my attention. In the course of doing my due diligence on this bike the only thing that seems to come up is that the frame is not all that special. Not bad, just nothing custom or exotic. It seems to be the main reason they're able to keep the price where it is. Is there something else I'm missing?

Other than the fact that it's going to require shipping to the US and the model I want won't be available until Oct 2022 I'm having a hard time seeing why this shouldn't be my next bike. One of the bigger things that draws me towards this bike is the custom paint option. The online build options are very nice too. I would be using the bike mostly for flat paved rides in the 30 to 75 mile range.

Is anyone riding this bike or something similar? Any experience dealing with Ribble?

Link to model..
https://www.ribblecycles.co.uk/ribbl...ro/build/#Bike