I pinched this from their website:
QUOTE
Cellbikes.com.au was established by a group of insiders in the biking industry with the aim to take on the big bike companies and give consumers a best deal. By utilising efficient production systems, bulk purchasing power and best industry knowledge, we have been able to produce top quality bikes made from the highest quality parts, all at most competitive prices. Our ability to use our bulk purchasing power to purchase high quality brand name parts at a significant discount and the fact that we bypass the middle man and provide our bikes direct to the consumer means we make significant cost savings which are given back to the customer in the form of low prices.
We are revolutionizing the way the bike industry works and have set the standard for other companies to follow. Don't pay more than you have to for a good quality bike when you can get a top quality Cell Bike for a fraction of the price?
4 Good Reasons To Purchase Your Next Bike From Cell Bikes
You Get The Lowest Price: You save money by purchasing direct from the manufacturers and bypassing the costs associated with dealer mark-ups and overheads.
You Get A High Quality Bike: You get a bike of the highest quality as we use only the best quality parts such as Shimano gears, MOZO or Rochshox fork, Alex rims etc, to create your bike. This means you get a quality bike, with all the latest parts and accessories that is a pleasure to ride.
Rest Assured With Our Generous Warranty: You don't have to worry about your purchase as we back our products 100% with our strong warranty. You receive up to 15 years warranty on the frame, 5 year warranty on the gear system, 1 year warranty on bike components and one year unlimited free back to base service.
Fast Delivery: You will receive your bike within 3 to 4 working days Australia wide(exclude the remote region) and the next working day if you are in Sydney so that you can start enjoying your new bike straight away.
Full-carbon roadie w/Ultegra 20spd for $2300 (similar price to the Trek) is pretty damn cheap. I'd buy that and if it turned out to be a total dog, I'd move the Ultegra onto a new frame. I'm currently riding an Azzurri and it's just another generic roadie with a bullsh1t Italian-sounding name, although not a bad old pushy when it's all said and done. Same deal, you could pickup a full-carbon 20spd Azzurri for similar price.