Just an alternative mounting option I'd guess. I must admit to quite liking self-contained in one unit (caliper) idea rather than another box mounted on the stem.
I've seen on Evans cycles Website a cross bike with Tektro Hywire, shifters on drop bars and hydraulic disc brakes, (although the image shows Avid mech brakes). Only snag is they are only compatible with Di2. I think the bike was the Jamis Nova Pro £2770. So there are some on the horizon.
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