SRAM's entry into the road groupset market was seen - under a perspex cover - at last year's trade shows but Sea Otter is the first time the new Force and Rival gruppos have been seen in public.
Some of the Force launch, including a pic, was carried here in March: http://www.roadcycling.com/.../article1453.shtml
According to SRAM, the groupsets use 'DoubleTap Technology' integrated shift and brake levers: "Short taps deliver rapid upshifting from the hoods, the drops or in full sprint...A slightly longer sweep of the same inboard lever downshifts gears quickly, smoothly and easily."
Instead of two levers, the Shimano method, DoubleTap uses a single lever.
Force is the top-end group and uses a smattering of carbon-fibre. It's SRAM's Dura-Ace. Rival majors on aluminium and is SRAM's Ultegra. SRAM claims its Force DTT levers weigh 307g a pair. Campagnolo Record Ergopower levers weigh 324g. Dura-Ace levers weigh 420g.
Force and RIval front mechs are compatible with compact chainrings.
There's no Force or Rival info on SRAM.com yet but plenty on what, until earlier this evening, was the froggy teaser site: