Specialized Roubaix Elite or Cube Agree GTC SL

Ive been doing some research and reading reviews on bikes for sub £2000 which is my maximum budget. I like the Specialized Roubaix Elite for the tech built into the frame such as the zertz inserts and the "Cobble Gobbler" under the seat and its ride comfort but the Cube Agree GTC SL comes with Shimano Ultegra kit. I like the look of both bikes and am looking for endurance / sportive rather than agressive racing. Which of the above 2 would you choose or any others i have missed at this price? There are local dealers where i live for both the above brands which is also an advantage for servicing etc.
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Commuter - http://www.bikeradar.com/forums/viewtopic.php?f=40044&t=12877017&p=17855019#p17855019
MTB - http://www.bikeradar.com/forums/viewtopic.php?f=10017&t=12930006&p=18407199#p18407199
One other thing about the Cube is that the finishing kit is quite budget being EA30 and the brakes are non-group Shimano which is why I considered the SLT instead which is full Ultegra with Syntace. For looks though the Cube is hard to beat, I love their style. If you have anywhere that stocks Focus check out the Ergoride which is their Roubaix equivalent or if you fancy something a bit more racy then the Cayo is brilliant. I happily use my bike on long distance rides and don't race, it's a brilliant all rounder and actually more forgiving than the Secteur with the zertz inserts, but that was aluminium.
The only other bike which really caught my interest when looking in the 1k-2k bracket was the various flavours of Moser at Wiggle... but then I tend to buy bikes almost entirely for how they look
ETA: One thing I will say about the Cube though... if you get one, haggle for a set of replacement tyres. The Schwalbe Ultremos will last about 6 weeks before they start to break up. :evil:
Im so excited about my new bike but im so confused which one to choose. :?: :?:
thanks for your input
So change the criteria from 'what's best?' to;
a) what one looks the best?
b) what's locally available in my size?
c) which one can I wangle the best discount on?
d) which one's colour scheme will necessitate me wearing kit of a colour which doesn't suit me?
e) Does the pro team feature a bunch of utter cretins, or someone I want to emulate?
f) what one looks the best?
I don't agree however that there is no or little difference between the groupsets as I've owned both 105 and now Ultegra and the latter feels so much slicker and more reassuring, it takes so little effort it makes for a much more enjoyable ride. Also the brakes are brilliant! For me anything with non-group brakes like on the Cube was a no no for me as you'd think for that price they'd use a decent spec. With wheels, nearly all off the shelf bikes will use entry level wheels as this is an area a lot of people upgrade and keeps cost down. I only found the self-build (Ribble/PX etc when specced) and Canyon offer decent wheels in their packages.