I think he's been reading audiophile brochures:
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It’s about the riding experience. Modern derailleurs are digital: You push a button, and they shift. Many work very well, but we love analog experiences: We enjoy a direct connection from lever to derailleur, to feel the chain mesh with the cog.
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The indexing is designed to be softer than on most other shift levers. The indexing serves as a guide for the lever, but it doesn’t take away the analog feel.
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