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@Dammit
I suspect this is why Spesh have done this: http://en.wikipedia.org/wiki/Acquiescence
However the US trademark law in this area is very similar to ours- to be infringing the mark must be "confusingly similar", i.e. a layperson would have a reasonable belief that the shop was run by Specialised due to the use of the term "Roubaix", which I think would be a very difficult case to argue.