Pricey but that's for the whole groupo. None of us would want the full groupset unless building a bike from scratch and even then that's questionable. As soon as you can get 2 brifters; 2 derailleurs and the battery charging set on ebay this should be very comparable and hopefully cheaper or comparable to Di2 since you wont' be buying wires, junction boxes, ant+ transmitters etc. Take out the hassles of drilling the frame mounting batteries, fishing wires etc etc, I'm guessing this will be a winner. The only disappoint right now is the 28T limit.
Looks like $1180 in GBP after VAT; so on-liners will make that available from there without the VAT so probably $880-950 on the street. Not too bad for year 1 prices.