Like they did with selling you a Cervelo.
I rode the Cervelo 2 years ago, and haven't found anything as stiff, and fast since. I've ridden dozens of bikes since then(including 3 different Madones), and none of them compare to what I felt aboard the Cervelo I rode two years ago. It is everything I want in a bike. I've been mulling this decision for two years, before committing to it. I bought what fit my needs, and wants. Nobody sold me anything. I bought what I wanted through probably the longest internal struggle to not spend the money on the Cervelo. Believe me the last thing I wanted was a to spend over 2k on a bike frame built by communist contractors in China, but it's one hell of a bike. If you have the means, I definitely recommend test riding one. If you value comfort more than speed, you may not like it. My current Trek is plenty comfortable so I have that covered.
All I am saying is ride allot of bikes, then decide.