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I think one of them is the Italian guy who works at that Cycle Surgery and was responsible for them getting hold of it. I think it's a trial thing to see if it takes off - and I want it to so they import one in my size at that price. It actually is a really nice looking frame, good and chunky.
The build is a bit meh but for £600 you can't complain about a bit of Miche - it's easily replaceable.
I just called them in the end. It was this:
http://desgena.com/index.php?pg=dettagli.php&sotcat=&idp=280&cat=BPI&idc=KBL
That frame alone retails for €820, so £599 for a complete bike is awesome.