1) Try to dissuade people from buying cheap Chinese frames (not just the counterfeit frames in the article, but the higher quality ones that have been gaining popularity on various internet forums).
2) Justify Specialized's extreme litigiousness with respect to trademarks (which has gotten it a lot of negative press) by spreading the idea that it's motivated by the goal of protecting its customers from unsafe products.
On the other hand, I'm sure counterfeits are really a problem. It's probably tempting for Chinese companies that are making a pittance selling bike parts to other companies to make copies to get prices that are many times higher.