http://www.bikeradar.com/road/news/article/rotors-hydraulic-uno-groupset-to-radically-improve-on-competition-45065/
Why bother?
So they can make money.
To avoid infringing all the patents which Shimano and Campagnolo (and to a lesser extent SRAM) have on both electronic and mechanical cable shifting mechanisms.
@amey started
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http://www.bikeradar.com/road/news/article/rotors-hydraulic-uno-groupset-to-radically-improve-on-competition-45065/
Why bother?