Many companies, not just Trek, not just bicycle companies, tend to do this. Everyone from McDonalds, to IBM, to Bed, Bath and Beyond, to Forever 21, etc. etc. There is a surge in demand, and they gear up the business as if that surge will continue indefinitely when, obviously, it won't.

For many years, there was one REI store near me. Then, suddenly, there were four - full-sized stores, not just outlets or annexes. Now, just as suddenly, we're back down to one (not the same as the one that was there for years). I'm sure the inventory from the 3 closed stores didn't get sold, or just evaporate. It's still somewhere, and REI has to pay for it (and, pay to store it until they do so).

There are exceptions, of course. For example, I'm old enough to remember when Coors was not available east of the Mississippi. Then, they (I think) started brewing and bottling further east, and expanded to the east coast That expansion was sustainable because they increased their geographic reach to a new population.