"Full Ultegra" would mean Ultegra components were used for the shifters, the brake calipers, the front and rear gear mechs, the headset, the hubs, the crank, and the bottom bracket. If a bike uses cheaper generic parts for the headset, the brake calipers, the hubs, the bottom bracket, and the crank, it is NOT a "full Ultegra" bike.

Two bike frames can be built on the same assembly line and LOOK identical, but be very different in quality...the same factory builds frames it sells to "Brand A" for $100 each and sells a SIMILAR LOOKING low-grade frame to "Brand W" for $20...the frames look alike...but they are NOT the same quality.

Bikes are like anything else...you get precisely what you pay for. If you pay $600 for a bike, you will get a $600 bike. But, if someone tells you they are selling you a bike worth $1,000 for just $600, they assume you are stupid...don't get played.