I've been out of the business for awhile but I think that I understand the business plan.

About 10 years ago, Specialized made the decision that they were going to bet the business on their independent dealers. They stopped selling to mail order retailers and sell accessories over the internet only through "Specialized Dealer Direct" which is owned, not by Specialized, but by their participating independent dealers. In return for eliminating internet competition they try to require their dealers to make Specialized their #1 or #2 supplier.