Something everyone has to realize about UBM and UDH is that SRAM is in the business of selling OEM to massive bike companies. Anything SRAM can do to make the process faster and cheaper/better for the OEMs is seen as a win. In the case of Transmission/wireless drivetrains, that is a WIN for OEMs. Say they can shave -5-10 minutes a bike not having to deal with cables, setting stops, tension, etc. They can install a Transmission drivetrain in <5mins, vs. say 10-12min for a cable-actuated version. Now, multiply that times 20,000 MTB builds and you have million(s) of dollars...