Just a thought...How many of those who hate Trek and/or Bontrager have actually ridden or used the brands? I'm sure that some have, but I wonder how many just hate because they are big established brands.
It's really not about Trek, it's more about the single-brand store. A bunch of NYC stores sold out to Trek. Previously selling a number of brands of bikes (including Trek), now it's just the one brand. IOW, choices and easier comparison shopping IMO would be preferable.
RA Cycles -- never been there, but would like to visit. It appears that their biggest bike brand that they sell is Cannondale, but that doesn't prevent them from selling lots of other brands, though I'd wager neither Trek nor Specialized would allow it and that's why they don't sell those brands?
https://www.racycles.com/bikes/road/