Buying a pair of Shimano's new thoroughbred race shoes is a process that makes you feel a bit special, as it should for £180. You find your size as usual, then a Shimano technician puts them in a special oven, heats them up to 130 degrees and then straps plastic bags over the shoes and sucks the air out with a vacuum hose. The shoes mould themselves around all the little bumps and troughs on your feet, even ones that you won't have noticed before.
You think they're going to end up too tight but there's still room where it matters and there are no pressure spots because a soft padded lining forms itself around your foot. The shoe parts that mould their shape to fit your foot are the parts that often press or rub on other shoes. You'll probably end up with the best fitting pair of shoes you've ever had. You can repeat the process several - officially three - times before the inner bit gets tired.
If you're looking for a pair of super-pimpy, super light and super comfy carbon composite-soled race shoes, with studs and heels rather than full-traction soles, then you need look no further. The M300s are now turning up - with ovens and vacuum pumps - at Shimano main dealers.