$3800 retail for a complete "super" road bike? Game changer. I've been on Rival (W/ force cranks) for the last 2 years and have nothing but great things to say about the performance. Set up with a sealed cable system it is a set-and-forget groupo with a weight difference (from force) that could easily compensated for by leaving a couple of gels out of the jersey. Other than the bling factor, there is no compelling reason so upgrade. Cervelo continues to deliver superior technical solutions at a lower price than the competition. All of the marketing in the world won't save you if someone is better and has a lower price (ask the euro-designed bike companies). If they can keep the QA in line at these lower prices, the future is very bright.