Colnago and Cervelo, even Orbea, are more "pure race" than any LOOK I've seen, besides their TT frames.

Looks have always been a paintjob, and some sort of frame component (ISP, rear wheel cutout, etc) that they introduce to set them apart, yet still fail, at with the least the ones I've seen. No real innovation, really.

Colnago takes their time in development, and make classic, well fitting, great handling and very comfortable bikes.

Cervelo, despite their miserable paint, are pushing the limits of engineering and materials.

LOOK...they extend the seat tube, make a bike less portable and storable, and determine that's an advantage.