I stopped into uBRDO in Kirkland to kill some time before my son's swim lessons and came across this little gem. A Traitor road bike built with the new Shimano Ultegra 6700. The stuff looks like a soft-brushed version of the Dura Ace. I can't say I'm a huge fan of the finish, but it shifted and felt otherwise like DA. The shifter levers are also Carbon. I'm not sure where the price point will fall for the new kit, but if it's the typical value that Ultegra offers - it'll be very popular.
It’s already an option for Trek’s Project One website. Price is identical to Ultegra SL.. $100 less than SRAM Force or $260 more than Rival.