The reason that the Madone name is being discontinued is due to the strong association with it and Lance Armstrong. He sold a lot of Madones for Trek, and for many years the two names (Lance and Madone) were inseparable to the road bike consumer. But now of course, Trek is trying to distance itself from this negative history. Hence, the intoduction of the Emonda line (front and center), while at the same time, the Madone falling quietly to the background.