Ok, went back to have another look at the 2013 Roubaix and the store upgraded all the components to Ultegra 11 speed. They replaced the 105 cassette for an Ultegra. The Tiagra chain to Ultegra too. They replaced the 2013 crank for a 2015 Ultegra crank. They replaced the DT Axis wheels with Fulcrum Four S.
They also increased the price by $300.
I'm happy that the bike is now full 11 speed Ultegra but the additional $300 is less welcomed! :-(
What do you guys think?