On a more serious note, I think the concept store model is gonna (eventually) blow up in the face of their sponsors/companies.

Their motives/agendas are suspect. I think the real motive is to use their heft, brand recognition and advertising dollars to eventually drive the other guy out of business. And that is really amazing and a shame, when you consider that Specialized does not manufacture anything. It is essentially a design and marketing firm.

Well, they won't be the first company/behemoth that got carried away by its temporary/ephemeral success. it is called "HUBRIS"