I’ve ridden many of Trek’s carbon frames, and the new Madone is pretty spectacular. Especially considering I ride a 62cm frame. I’ve heard their sales pitch countless times (working at a dealer) and I’ve heard many others from the likes of Scott, BMC, Titec, Look, and Colnago. None so far have matched the ride quality as Trek in my opinion. Believe me, the last thing I want to do is ride a Trek because everyone has one, but they ride way too nice to ignore.
Here’s a small blurb on their process. Its much more in depth than this though.