They've only supplied some of the parts new. Frame, forks, headset, bung, spacers, stem, saddle, seatpost, cable adjusters, mech clamp, seat post clamp and bottle cages.
Wheels were new second hand, but came off somebody elses Planet-X bike he upgraded immediately. 105 mechs and shifters where new second hand off somebody elses Genesis titanium which he upgraded immediately. 105 chainset is new second hand. Axis 1.0 brakes where new second hand, cables and bar tape from
Wiggle and some other bits and bobs from my parts bin.
Every complete bike I've bought has had little bits I wasn't happy with. Twisted inner tubes, wobbly mech hangers, loose bottom brackets, overtightened wheel bearings, sticky gear cables, lack of grease on areas that should have it. It's been a pain to get things sorted out under warranty as it usually involves several journeys and phone calls.
If I build it myself I can spend many more hours on it to get everything spot on, I'm not building to a timescale and I'm under no pressure to get the job done.
It's also good fun.