What i get is a sensitivity analysis that provides me with trends. Through the relatively simple study, i think you would see trends fall out of the data that gives a ranking of influence to certain features on a bike.

I would expect to see that the primary driver is tires, next is spoke/wheel design, then something else... and possibly somewhere in the middle of the list we would see frame material. If all factors have equal weight, then fine, but its highly doubtful.

You are forgetting the fact that the claim is objective... 'carbon reduces road vibration' this can be quantified. I'll tell you one thing, if automotive engineers thought the way you guys do, we would never have the vehicle dynamics and ride quality that you currently enjoy... You'd be surprised how objective numbers are designed to give a certain subjective "feel". Bikes are quite simple machines which means analysis is easier... (i.e. less variables)

and who are you calling "Arm chair"...