Shop for a bike shop first. Visit the bike stores near your home until you find the one with the people who seem to ask the "right" questions and who you like conversing with.

There's more differences among bike shops than there is among bike brands. Who do you want to rely on for guidence about accessories and the like? If you have an warranty issue, who do you want working for you? How about local knowledge of good places to ride and maybe groups to ride with?