I have no idea what you are talking about specifically. That is too broad a statement. They just announced their "new" ebike, and it looks pretty interesting to me:

https://www.cyclingweekly.com/news/p...vado-sl-455656
https://electrek.co/2020/05/12/speci...icycle-launch/

Sure, 6+ years ago they announced their first bike at, what, $7000? So I just built one myself for about $500 (ironically using a specialized donor bike). But 3K for a top tier brand bike - sure I could go for that. Heck, I've spent that much for a bike without a motor ;-)
I'm still riding my 7 year old bike. 25lbs, 25mph, 25 miles. It gets me to work and back. But these new bikes are starting to have features, integration, reliability, and ease of use that make me look twice at them.