In reply to the sheep:
I'd agree with regards to the style of frame. e.g. a relaxed frame such as a synapse or roubaix or a sprinters frame such as a venge. Some bikes which are the relaxed end of the brand are still aggressive (the Bianchi Oltre XR and its sister frame whose name escapes me)
A frame has to fit which is a size thing which can alter between brands, how aggressive a position you want, but this can be adjusted to a point by the stem, saddle height/sit back etc.
I'd be concerned about the geometry . I think most of the main brands all provide a quality frame as long as you ignore the 1/10,000 production problem (random number). I admit I bought my Tarmac frame only for a project and because bang for buck I could work out a better spec.
A CX will feel relaxed if you ride a venge (my CX (Giant) is a 54 equiv frame, my Tarmac is a 52 and they are set up so differently never mind frame geo)
Components can be upgraded but it is an expense so why not try for bang for buck to start (IMO 105 11 speed is where bang for buck stops). Wheels are always a point of upgrade.