From the consumer's point of view, the advantage of buying direct from Canyon is to save a few hundred bucks. Unless I have misread everything, there is no such cost savings involved for Specialized customers. It might give them the advantage of not having to wait in the LBS ordering queue during the pandemic/bike shortage, but that is about it from what I understand. (I may well be missing something.)

The part about the bike shop getting reduced commission if the customer goes through the store for assembly and delivery I think qualifies as 'throwing under the bus.'