I went through a similar experience getting my first bike last summer. We live in a small college town so there are five lbs to choose from. There are two trek dealers and one sold their bikes for a good 10to15% less than the other and had a good service shop so I picked up a trek hybrid to start. I didn't even have to ask for a better price. The first one is known for sticking to list price and perhaps has good service but I didn't get a chance to find out. I quickly got road bike fever and found myself shopping again. I ended up looking at a Synapse with 105 and eventually went with a 2012 Spec. Sectuer comp with Sram apex as Spec was closing that model out with a $300 discount. I feel lucky that I have such a good number of competent LBS's close by and my Spec. dealer has helped a lot after the purchase and I've chosen to get most of my after purchase gear there even though they cost more than online. As a newbie I value the after purchase service. I have bought some great clothing from Aerotech and a few other items online as well.