Here in Southern California both Specialized and Trek franchise out CONCEPT stores. In order to sell those products you must agree, contractually, to sell only those brands (with some exception - for instance I bought my Landshark through a Trek shop up in Santa Maria). Most stores around are either Specialized or Trek - it's like deciding between Coke or Pepsi when there are other colas out there... now you just have to try harder to find different bikes.