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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
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You know for sure you can fit the cranks to any frame without compatibility issues
No you can't, it still won't go in stupid BB86/92 frames. DUB does nothing that 386Evo wasn't already doing perfectly well, it just ties you to bike-specific bearings rather than generic 30mm ID cartridges, so they can charge three times the proper price every time you replace them
Only reason I even heard of it is I just had a quick look at Quarq powermeters and now you can't get the ones like mine, it's all DUB versions. Meh.