As has probably been stated previously, I'm sure Specialized figures they're getting some good advertising bang for their bucks. They know that the press follows these celebs around constantly. Every picture taken of any of these celebrity athletes on a Specialized bike is free advertising, well worth the cost of "gifting" the bikes in the first place. They're smart!
Jane
Every human being must be viewed according to what it is good for; for none
of us, no not one, is perfect; and were we to love none who had
imperfections, this world would be a desert for our love.
--- Thomas Jefferson