Congrats on the bike. Pictures?

Pedals are a pretty personal thing, some like SPD-SL, some swear by Keo or Time, and a lot of people enjoy Speedplay Zeros. For myself, I had the SPD-SL when I was first starting out, for no reason other than they were popular and made by Shimano and I got a good deal from the LBS. After about a couple of years, they were causing pains in my knees because their lack of float (6 degrees max, I believe). I did a lot of research and decided on the Speedplay Zeros and have been them ever since. They are by far the better system for me. My advice, if you are young and strong and don't care about knee issues, go for the SPD-SL. But $100 sounds like a lot for the Ultegra, I spent less for my Dura-ace version but that was several years ago. But if you are worried about or already have some knee issues, you would be better off with the Speedplay Zeros (not Lightaction or X series).

Also, you will find much better deals on the web than your LBS for your accessories. Probikekit, Backcountry, Bonktown, Wiggle, Total Cycling, Ribble, even Performance, have great deals. Check them out.