Thats where OP goes wrong IMO. The ribble will probably be a perfectly fine bike for the money and represent excellent VFM (i have a Sportive Racing, i'm VERY happy with it, stiff, comfortable, good looking IMO, what more do i need ?)
But OP complaining they're old technology and comparing them with more expensive bikes is just ridiculous....if the buyer wants latest technology, he's going to pay a lot more for a different brand. If buyer wants Ribble to use the latest technology...he's going to pay a lot more.
Basic mistake,,,he complains its not latest technology...but chooses to ignore the fact its cheap.
C'mon, 90% of road bike purchasers are weekend warriors....the Ribble will in all probability give them the best bang for buck they'll ever get. The fact it isnt latest tech doesnt matter one iota.