They've read the UK market wrong if nothing else. They're chasing the TdF teams, without really having the financial clout to compete with the big boys, and that means monocoque. You only do the HP chainstay thing once.
The paint jobs they're putting out now could reasonably be described as flashy, and, if you were feeling grumpy, trashy. The UK market is middle-aged men with more money than sense. The old 00F paint job is perfect. That's been given the push. The old people love the master section and lugs, and those are going out the door.
They also made a really big mistake in dropping Madison and following an ex-Madison employee to Windwave. Ernesto did this in a fit of pique - Madison told him they were going to stock Cervelo, and he said, right, you're on your bike. The sales have dropped for reasons I can't really go in to, but Cervelo are having a marvelous time because Madison are a marvelous distributor. The thing that Ernesto missed was that Cervelo is not a competitor with Colnago in this country. Cervelo riders are in their 20s and 30s and (god help us) ride triathlons.
So, as far as we in the UK are concerned, they've buggered up. And it really says something when it's easier to find a bike through Maestro than through a 'proper' dealer, and, furthermore, Maestro are still copying the old paint jobs (although they're not as good).