Today has seen an extrordinary turn of events whereby Cafe Roubaix now stands to gain so much more from such incredible worldwide exposure than it ever stood to lose, but that isn't the point. The breach of trademark in the use of the name Roubaix strikes to the very heart and soul of cycling. If anyone deserves the unfettered use of this legendary name, it's a small town bicycle retailer with a passion for riding, and not a company who sees their own customers as 1's and 0's.