Ohh just to add clarification to this before I get lynched with the fanboy noose.. Lol
There's an important bit of clarification to be had on this issue…
Roubaix is a registered trademark of Specialized- in Canada, where this issue is taking place. This give Specialized legal right and OBLIGATION to pursue all infringement of their trademark. Since they hold the trademark (which they were legally granted), they HAVE to sue any company who infringes upon it, whether they're a big guy, or a little guy, or whether it's threatening to them or not, otherwise forfeit their trademark and all associated costs, as well as pay a pretty hefty fine.
Does it suck? Yes. Is it ALL the fault of Specialized? No. A huge part of it is the flawed way in which IP law works- especially around Trademark.