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Has he test ridden bikes since he got in the market? He will need to spend some time test riding bikes to see what he likes fit and ride quality wise.
this is the best advice so far.
Get a bike fit, then pick 4-5 bikes in your price range from reputable manufacturers and test ride them thoroughly. You won't have a good idea of what does/doesn't work for you until you've something to compare it to.
Spending 4k on a Ribble though..
Has he test ridden bikes since he got in the market? He will need to spend some time test riding bikes to see what he likes fit and ride quality wise.
How did he arrive on that Tarmac? Any high brand with retail network to pay for will not be as cheap as the likes of Canyon, Ribble etc.