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I think they started with the MTB groups first but yeah they're moving their whole range onto it.
I'm sure it will be nice in the long run. You know for sure you can fit the cranks to any frame without compatibility issues, you get the oversize stiffer axle and reduced weight like BB30 but now for BSA too without BSA30 BBs.
But right now when everyone has other standards and wants to stick with them, it's just annoying
Yep I just had to shell out 30 quid for the bottom bracket for my Nephew's mtb and on top of that another £28 for the tool because of course it doesn't use the same tool as GXP or HT2