Racers who want a boutique aero-light bike. O2 VAM is the climbing sibling; LS is gravel.
Factor's aero-all-rounder: light enough to climb, aero enough to race, and a stiff, precise race bike that reviewers keep measuring against the Tarmac SL8.
Aero racers. If you want light and conventional, R5; if you want endurance, Caledonia.
The aero Cervelo: V-stem, deep tubes, and a bike that wants to be ridden fast in a straight line and still corners better than its looks suggest.
Racers who want BMC's classic race fit. Roadmachine if you need stack.
BMC's lightweight race bike: steep, precise, and a WorldTour stack/reach reference. Less aero than Teammachine R / Timemachine.