I posed this same question a few months ago when I was looking to buy a new bike. I really liked the new Equinox line of bikes. The frame is awesome and well built and IMO as good as Cervelo. Why I decided not to get one in the end was the price vs. components. I ended up buying a Leader which offered all Ultegra components for the same price as the Equinox with only 105’s. I think that Trek just built in too much profit at my LBS (by only a few hundred $) which ended up being the difference for me.
I’m happy with my choice but having said that I think the Trek bike is awesome with excellent geometry.