Not quite how it works but will preface and say I agree, Cervelos are great bikes. It is debatable if Specialized makes a better bike across categorizes and a moot point at the end of the day for non pro racers in particular. But if you compared the depth of design talent the companies aren't even close. Further Specialized sells a lot more bikes and what this cash flow does is free up more reinvestment to release new tooling to keep bikes evolving with latest technology.

Curved tubes I agree are sexy but that isn't why they exist. They have a purpose.
Curving a top tube concave down for example allows the section to be reduced for same level of vertical compliance which lowers weight. Asymmetric sections are about function more than appearance but there is an eye toward both. So the products that both companies produce reflect their companies size and talent. You will never see the change in products out of Cervelo that you will with Specialized. On the other hand, many are attracted to the exclusivity of a Cervelo bike because that aren't as common as Specialized. When I look at a Roubaix versus RS or even R3, I see apples and oranges. Also Cervelo for example has taken a lot of criticism for the new R5 which although a great bike certainly looks dated if not uninspired. The connection of top tube, seat stays and seat tube look like an abomination...my opinion. No doubt it works and is light though. To me, more engineering has gone into the Roubaix and riding each I believe it can be felt as well. The OP saw this as well and why he started this thread.