Chorus should be compared to Dura Ace, not Ultegra. Chorus makes the most sense of the Campy line in terms of cost, and performs identically to Record, it just weighs more. But unlike DA, with Chorus you can get compact cranks.
Once setup, forget it. Not barrel adjusters needed, and the micro-adjust FDR means that all 20 speeds are usable. Then there is multi-shifting and lever brake release, which Shimano can't do. Rebuildable, unlike Shimano (although this is a moot point, I've never worn out a Campy component). There are also ceramic bearing options.
Shimano's focus on development has been shifted to MTBs, whereas Campy is still a road group company.
If Shimano XTR features end up in Dura Ace, we might have something, but there isn't a real Dura Ace change until 09.