I have it priced $1000 below book, not counting the extras, so it must boil down to the color. Ironically I went with the yellow so I would have less chance seeing it when I was out. That has proven to be true, and in fact when I do go out, if I park it with a row of bikes, I can enjoy people walking by and most often they stop at mine.
I know that there have been improvements over the years, as there is always, but changes are not necessarily improvements. Such as the changing of the valve and catalytic system they did in 2010 to make the bikes more acceptable in markets like California. The horsepower on a 103 off the floor today is around 78hp when you can find a true rating on it. There is so much more you have to do today to get the performance you stick a lot more into the bike.
As far as color, the desire for dark colors is in my mind the residual of Sonny Barger book, "The Hells Angels" which explains the preference for all the bikes for the club riders to be dark. The theory being if something goes down all the civilian witnesses can ID is, "it was some guy on a dark bike". The enthusiast today wants to feel like he belongs to that brotherhood by trying in many cases to look more like "a bad ass" when riding around.
I have always said, "If you have testosterone issues, just throw your leg over a Harley, and it seems to have a positive affect" I have many time, pulled up at a rally, and seen guys pulling their bike out of a trailer, putting on their leathers, do-rag, gloves, etc, so they look like they rode it in from home as they do there grand entrance.
So be it, I can only hope that I run into a guy that understands the difference between a bike that is ready for the road vs. a bike that can be made ready for the road after another $10k is shelled out.
I think we have a great mix of both kind of riders on here, and they may know someone that is ready to step up for a good ride.