It's a name that's already used by other brands...Fuji, FMB and Challenger just off the top of my head (and I can find others). One of the requirements of intellectual property is that it be enforced with other competitors...unless they gave permission to those companies, they have some 'splaining to do. They can file/request any IP they want - Roubaix is a city and a word/name used extensively in cycling (before Specialized's IP) and this is clearly not a bicycle model. It's a generic term that pre-dates their IP...it's not something they'd be able to enforce absent blatant theft of their logo/design/font.

Like I said...no way this passes muster...it's just threatening, abusive behavior. I can send cease and desist letters to who ever I want...and I can sue whoever I want. The object here isn't to win at trial (they wouldn't), it's to bully and intimidate.