So let me get this right. A shop decides to build a cool bike and fire up a blurb on Pinkbike about it. The vast majority of the comments on here are bagging on them for posting a story that is an ad. So if they do a story about someone riding the bike is it an ad? I mean of course they would like to promote the bike and all the cool stuff on it as they are excited about it and would like to show people. The amount of bike experts on this site is quite helpful, not to mention people to help with your spelling! I am also glad someone had the sense to point out that Dura Ace chains will soon be called XTR, because I was quite concerned about that. For the record 9 spd Dura Ace parts are still made as many people still use and service 9spd Dura Ace. At the end of the day it is cool to see a nice bike build and some photos that actually show some of the parts.