Racers and fit riders who want Giant's race geometry without Propel's deep tubes.
Giant's lightweight race bike: compact sloping top tube, sharp steering, and a fit that has been a stack/reach reference for a long time. Less aero drama than Propel.
Fast road riders who want Orbea aero. Orca if you care more about weight.
Aero Orbea race bike. Deeper tubes than Orca, same size run so many riders can twin the two on stack/reach.
Racers and fast club riders who want the modern Tarmac. If you came off an SL7, check that the stack/reach still matches your size.
The current Specialized race bike: lighter than SL7, still aero, and famously 'it just disappears' if the fit is right. Size by stack/reach — the 54/56 split is where a lot of riders hop.