Though, I have noticed that looking through the archived pages of the specialized website (I was shopping for a used bike) that their retail prices have remained pretty constant at each level of each model through the past few years. I'm sure if they were keeping dealer margins constant as well, their (Specialized's) margins were shrinking. Perhaps they decided they needed to finally up dealer pricing, but thought that with the bad economy, they needed to keep their retail prices where they were so as to not drive off customers.
Things like that happened in the motorcycle world recently, except retail prices on bikes went WAY up. They had been "subsidized" so to speak and a bike you used to be able to buy for 11 or 12 grand was now 14 grand easy.