Follow the graphic link (sometimes) above "Ultegra 20/30 Speed Sale $995".

http://www.bikesdirect.com/products/motobecane/grand_sprint_carb07.htm

This "Ultegra" bike has exactly 4 Ultegra parts, front and rear derailleurs, and integrated levers (assuming levers are two distinct parts). Everything else is miscellaneous FSA, Cane Creek, or Shimano 105 (5600). No Ultegra brake calipers, bottom bracket, crank, cassette, chain, hubs, much less pedals, seat post, headset (sorry, Shimano), etc.

Is this becoming too prevalent? See it plenty with "Dura Ace" and "XTR" bikes, too. It's not that it's a bad bike or a bad deal or anything, but calling this an "Ultegra" bike is a real stretch.

As in any other product, buyer beware. Just be glad that the parts mix is listed.

I don't think that BikesDirect is any different that lots of other bike retailers. It us unusual to find a bike that is completely Ultegra (or other complete group).

When was the last time you saw any complete group on a bike complete with hubs, bb, chain, seapost, and bottle cages (ie campy record cages... mmmm, bling).

in fact, when you buy gruppos, you typically have a choice
of 4-piece, 8-piece or whole groupset. as MikeBiker said,
be glad they list the parts at all...