Always two sides...
..to every story and the truth is usually somewhere in the middle.
Key takeaway here is that whenever you do business with anyone, understand all the terms and risks. And for the risks you decide to take, figure out how to best mitigate them. There is little altruism in business...it is a rare occasion a company (especially a "big" company) will act in a manner not completely aligned with it's own self interest (or at least what it thinks is it's own self interest).
The funny thing for me is that the practice of Specialized not providing product to a shop if another particular brand is sold in the shop smells a lot like what Intel gets blamed for, and is constantly being challenged in antitrust courts, all over the planet. 'Guess it is the deeper pockets...