Spesh just seems a bit of an unimaginative choice - as you say, like Ford or Vauxhall - fine if it's the escort mex or vx220 but surely not a fiesta? I just can't recommend that.
Why does it have to be an "imaginative" choice?
You are supposed to be helping buy the best bike for his needs not for you...
Just tell him to get a specialized its what every bugger gets anyway because they've heard of them, they read a good review in MBR and they're generally recognised as decent bikes... even if the snobs don't rate them.
What's so terrible about buying the Ford equivalent anyway, its all that most people actually need, it's got reasonable warranty.
If my Missus decided we needed a new family hatchback and I came home in a SLS saying "I almost went and got a Focus! but this is the imaginative choice, with magic doors" she'd kick me in the knackers and divorce me... and she'd be right to as well.
Not everyone needs to be coaxed into buying some "boutique" ego chariot.