The same this is happening with Canyon. I'm on their mailing list and it was just a day or two ago that they announced their new Ultimate model. Too bad you can't buy it. I mean... it's ridiculous advertising something that is not available and if you call them (Trek or Canyon) they can't even tell you when it might be available. It seems pretty stupid to me. And, I think there are a lot of people who are getting tired of this carrot and stick sales approach.