Definately!
And it’s not really “Just” £600, comes to ~£880 once you bung another £280 on for their wheels;
The Shimano WH-RX31 costs £129.99 for the front wheel and £149.99 for the rear. The 28-hole hubs will be available to buy separately at £54.99 for the front and £94.99 for the rear.
Might as well call it £900 to get “matching” shimano discs on an already Di2 equiped bike, where many of the target market consumers are still not completely sold on the need for this sort of product, pricing it that high seems liable to put most of them off further TBH…
That Caliper doesn’t look a million miles away from an SLX or XT TBH, the Rotors are obviously similar to their MTB cousins (all be it in 140mm size)… I’m not saying they’ve been lazy, you use whatever you know works, but The only really unique/novel feature of the whole ~£900 package is the lever, which ties you to Di2 of course, and it will have been far easier to get a couple of micro switches in there rather than cramming a master cylined and a cable shifter mechanism…
It would be wiser be for shimano to priorotize development/release of a 105/tiagra level Hydraulic disc/Mechanical gear actuating STI in a lower price bracket to attract more MAMILS, commuters and CX riders, obviously their mechanical disc calipers already cater for that market to a certain extent already but affordable hydraulics without Di2 might drive adoption better than expensive bling.
Shimano are in danger of missing several boats IMO by not putting together a few of their key technologies in the right sort of packages and price brackets in time to corner some key markets…
Decent Hydaulic Road/CX discs coupled with cable shifting could be a big seller for them, via the OEMs, as Commuters and MAMILS will buy bikes with hydraulic discs and robust mechanical shifting especially if it can be done on sub £1K road/CX bikes, that would win them more sales than this High price point Di2 only offering…
They also need to get the XTR/XT Di2 MTB products out out before SRAM filter 11 speed down their MTB groups and nab more market share that way…
All IMO of course.