I have said this on other forums. I refuse to buy anything Specialized. They bully LBS's limiting your range of choice and litigate against other companies.
I am in the process of setting up my own bicycle brand and am toying with the idea of having the following disclaimer just for hell of it:
NOTE TO SPECIALIZED’S LEGAL TEAM
The brand, company logo, model names, and wording used in the above are either products of the author’s imagination or the imagination of others. Any resemblance to your actual existing models or text in your advertising or webpage content is purely coincidental.