I don't know trademark law but if I was king, nobody would be allowed to trademark place names and certainly place names that have as much meaning to the general population(or just cyclists). From what I've read so far, specialized didn't have to use such strongarm tactics with this shop. I think they are relying on the high cost of defending himself to force the shop owner to cave. Same with their other famous trademark cases. That stinks and that's why I'm not buying any more of their products regardless of how this one turns out.