I don't see anything unethical about it, it's just a marketing decision.

Trek and Specialized want to capture a greater percentage of the total bicycling market for Trek and Specialized. That's their job. People, for whatever reason, will ask for Trek bicycles but things like floor pumps - not so much. Trek and Specialized are using the desirability of their bicycles to force dealers to devote more floor space to other Trek and Specialized products.

Each individual dealer gets to decide for themselves: "What is Trek or Specialized doing for me that nobody else will do? Is the Trek or Specialized brand name powerful enough to profit me for adopting their Trek or Specialized store concept? If the answer is no, then the ball bounces into the other court and Trek or Specialized gets to decide if the retailer is powerful enough that they want to deviate from their business model or lose the business. There's equal risk involved for both parties.

Like I say, now that I'm no longer personally involved, it's going to be fun seeing how it plays out.