Don't you just love marketing. Check out these textbook pearlers from the Velonews article (Similar article on cyclingnews.com) on the new Shimano stuff -

"newly designed XTR RapidFire Plus shifters raise the bar"

"With two-way shifting the new XTR shift levers adapt to meet your needs."

"delivering the shifting and brake positions you have come to know and trust."

"Pull it with your finger, push it with your thumb - you choose." (Ah yes, the classic 'it's your choice' line. Ironic coming from a company who invented planned obsolescence)

"the message is clear: a winning design just got better."

(Just let me know if you've vomited yet )