then could we encourage the ppl of Roubaix to sue either Specialized or Fuji for holding such an IP for their commercial profit?
and if we could, then should we do it? should the ppl of the town sue or threaten the local bike cafe guy or big name sake corporation, in the case?

yes, i did know their precious property was named after the small town, so was some other products in the bike world.

not trying to defend any party here. it's really up to where you take the leverage of the core arguing points.
hypothetically he could win leveraging the origin of the IP casing other similar usage of the specific town's name in the industry.

unfortunately in the game of thron... i mean the lawsuits, you can't even argue if you don't have money. you win or you can't even start.

when gets tricky to decide, i'd go with moral and common sense.
doesn't matter who wins, i am just supporting whom i believe right.
so i nastygrammed the specialized fb page too.