I like my Giant!
@Pjays666
Not sure I agree with your statement that "the current bike is never enough". Actually I am lying - I definitely don't agree.
I have no upgradeitis in me for most things in life. I tend to (over) research thoroughly before I buy and then buy exactly what I think I need and then I'm happy to stick with it ad-infinitum.
On a deeper note (cor blimey!) I think that there is a lot of unhappiness in this world caused by clever marketeers stimulating consumers to always want something bigger, faster, sexier or just plain better.
There's a recent thread somewhere on here where someone said (loosely paraphrasing) that a CAAD10 is £300 better than a CAAD8 as that is the price differential - think about that and you'll see what a funny old world we live in.