Seems high. I paid 1399 for the first one in town a little over a year ago. Now that it's "last year's" model, seems like they could go down a bit. Keep in mind the 09's jumped up quite a bit in price, so maybe that is there line of thinking, that it's a "deal" in comparison to the 09's.
I would look close at the components though. I purchased mine for about $1500 and they had already upgraded the front and rear der as well as the shifters. I thought the price was high until i got a closer look.
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