SRAM and Shimano electronic has no appeal to me. Proprietary parts, fixed cassette speed and replacement components are still $$$. Cassette speed flexibility is a big selling point for me with LTwoo. Also I'm willing to overlook the slight annoyance of routing battery cables and battery holder in the seat post for easy to find replaceable batteries. Also I have to give credit to LTwoo, their app and gear fine-tuning is actually really good.
Even if someone gave me 105 or Ultegra Di2 for free, I'd probably just sell the groupset to a Rapha coffee ride dentist, pocket the difference and stick to LTwoo. Though I get it, some roadies want to impress impress their boyfriends at the Sunday group ride with name brand accessories. Nothing wrong with that!