For me, it came down to what I could afford. Traded a 07 CVO Ultra in on a 14 Ultra Limited. I have added approx. $3,500 in extra's making the bike my own. The extras I added were generally CVO features I did not want to live without. I now have the XM module, HD garage door opener, Slipstream floorboards, mirrors, airwing rack, CVO style dash and tank trim. In addition, I added the CVO heated hammock seat. All in, I'm close to 10 grand under the CVO. If money is not a issue, buy the CVO, I would have. They are truly the best value if you want the CVO features. If the CVO price puts the bike out of your comfort zone, as it did me, go with the non CVO. You can add the features that mean the most to you, the non CVO is still a great bike.
As others have stated, it's all about the $$$$