The heart of any bike is the frame. Groupset and components fitted to that frame do matter to an extent and the higher the groupset- then the better that will work--Hopefully. Even cheap groupsets work but they can be upgraded as parts fail but components tend to stay on the bike for it's life. Bike direct advertise an "Ultegra" fitted bike at 1/2 the price of an equivalent (Insert big name of choice here). But there are downgrades. Usual one is the crankset and possibly the cassette. Parts that rarely get noticed and is often a trick pulled by the big names aswell.

But the frame--the heart of the bike-- is an unknown quantity. I ride aluminium as my choice and I like it- but it is a quality frame that the manufacturers have put years into development. Few years ago and I was looking for a CF frame and I tried a lot of bikes. Some gave a dead feel to me and I did not like. Some were Flexible- some were rock solid but a few felt right and gave a good ride for me. Settled on a frameset and got it built up but changed a few parts from the test bike. It was not good and it took a couple of years to get it sorted. Still have that bike and it is my Distance/hills bike and it works.

Earlier this year I bought my N+1. A Pinarello FP Uno. Lot of money for a Tiagra equipped bike with an aluminium frame but I can see where the money has gone. Or rather feel it. 2012 Tiagra is as good as my 6 year of mix of 105/Ultegra that I have on the other bikes but that frame gives a bl**dy good ride. I could have got "so called" better bikes for less money elsewhere but I trusted my judgement.

So beware- You may get a good deal from from bike direct- or you may be buying a bike that looks good and has the right components fitted--but rides like a dog.