When shopping for my new bike I also had to make your choice between the Shimano Dura Ace and SRAM. I chose SRAM and am competely happy. I like that the shifter is dedicated; in other words, it's not part of the brake lever. Also the hoods fit my relatively smaller hands better especially when adjusted for reach. Furthermore, they shift surely and accurately. And lastly the price is better. but even at the same price, I would have chosen SRAM.