This bike starts at 2,895$ and goes up to 3,700$ with a fox 831 kashima, cane creek angle set and loaded wheelsets. Loki starts at 3,595 and goes to 5,255 with industry 9 wheelset, formula the one brakes, angle set and fox float 36 fork.
The one in the photo is more custom since is mitch's but I guess the main diff is single speed and Race Face carbon crankset. This one is so light, I love it