Agree they want advertising, but the reality is the risk often isn't worth it. When you're making a 7 figure salary and competing for 7 figures in prize money not to mention the recognition and sponsorship money, its not wise to take unnecessary risks. Contadore won the 2011 Giro on his SL3 Tarmac, months after Specialized introduced the SL4 model. Yes, they wanted him to ride the new model but he chose not to take the risk. Lance was slow in changing over the new Madone also.

By all accounts the SL4 Tarmac has been very successful for Specialized, as has the existing Venge. I doubt the new Venge Vias will repeat that success, but expect it will be a success nevertheless. Lets wait a year and reassess the status. My bet is that Specialized will be bigger than they currently are.