I used to be a Specialized customer. S-Works Tarmac & Roubaix, Specialized Langster, a mountain bike or two. I was a highly committed customer. Probably 8 or 10 brand new bikes over the years.
Then, I had a warranty claim on a headset. Getting warranty service was going to cost me a multiple of what it would have cost me to buy a new headset myself. (Because the Specialized warranty doesn't cover labor but it requires that you allow the bike shop do the work -- for which they charge you.) For what should have cost them about $15, they extended a figurative middle finger to a decades-long customer.
So I switched brands. I won't be back.