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That's true.
I'll openly admit that the aesthetics play a large part in it for me though, and I'm sure that will have a psychological difference, especially after spending such a significant amount of money. The bike as a whole will be drastically faster than my current one too, so the wheel to wheel comparisons are probably just marginal gains.
At the very least, the braking on the Exalith 2 brake track is meant to be fantastic once it's bedded in, so they've got that going for them over Askiums ( which are one of the few road components I've owned in the past!)
Mavic are barely fast compare to the other offering, ironically enough, for the money the Askium is better value.