All he had to was read ‘Ultegra’ off the crank and type it in. He’s managed to miss two letters out of a seven letter word when it was written down in front of him.
Spell check / auto-correct.
Honestly, I’ve seen so many bikes like that where rich people have gone into a bike shop, asked for the best one there without caring about any aspect of it. One guy on a corporate event I worked on had given his PA £5000 in cash, told her his height and inside leg and sent her off to buy him a bike (people like that always ended up on Boardman’s because the “obvious” choice for the general public to go to was Halfords).
We used to get guys in just in advance of the London Triathlon – corporate types who’d been signed up by their companies, invariably banking or Big 4 accounting. They’d hand the credit card over and just buy “the best” road bike they could. None of them knew what they’d bought! (although they did care that it was better than what John in Finance had bought…)